Farmer’s environmental orientation as an antecedent to the intention for adopting conservational agriculture practices: the moderation analysis

Purpose Pakistan has long been regarded as one of the most vulnerable countries to climate change. The Food and Agriculture Organisation of the United Nations promotes conservational agricultural practices (CAP); however, they received little attention. Therefore, this study aims to explore the antecedents of farmers’ intention to adopt CAP with empirical evidence to enhance CAP in developing countries. Design/methodology/approach Using a random sampling strategy, the data has been gathered from 483 Pakistani’s farmers of the most agriculture-producing province, Punjab and Sindh via a questionnaire survey. Regression-analysis (Haye’s process approach) is implied for testing the hypothesis. Findings The findings indicated that a farmer’s environmental orientation positively affects the farmer’s intention to adopt CAP. Furthermore, the farmer’s attitude towards agricultural production and the farmer’s belief in climate change also positively moderate the relationship. Practical implications Based on findings, this research suggests a need for efforts by the government to encourage farmers to engage themselves in technical support for the adoption of CAP. The educational campaigns and training sessions need to be arranged by the government for this purpose. This may help the farmers to adopt strategies relating to climate change concerning their education, credit access and extension services. Originality/value This paper explores the antecedents of farmers' intention for CAP in Pakistan. The empirical evidence previously missing in the body of knowledge will support the governments, researchers and FAO to establish a mechanism for enhancing CAP in developing countries like Pakistan. Further research is recommended to explore the outcomes of farmers' intentions to adopt more CAP to gauge the effectiveness of adaptation strategies