Determinants of Farmers’ Intention to Adopt Premium Insecticides: The Moderating Role of Perceived Harvest Risk Evidence from Rice Farmers in Lamongan, Bojonegoro, and Tuban, Indonesia
DOI:
https://doi.org/10.46799/adv.v4i10.676Keywords:
adoption intention, premium insecticide, perceived efficacy, brand image, price, harvest risk perception, PLS-SEMAbstract
The increasing diversity of insecticide products and farmers’ limited ability to assess product performance before application create challenges in selecting premium agricultural inputs. This study aims to examine the relationships between Perceived Efficacy, Brand Image, and Price with Premium Insecticide Adoption Intention among rice farmers, while investigating the moderating role of Harvest Risk Perception in these relationships. This study employed an explanatory quantitative approach with a cross-sectional research design. Data were collected from 300 rice farmers in Lamongan, Bojonegoro, and Tuban Regencies, Indonesia, using a combination of quota and purposive sampling techniques. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that Perceived Efficacy and Brand Image have positive and significant associations with Premium Insecticide Adoption Intention, indicating that expected product performance and brand-based evaluations contribute to farmers’ adoption decisions. Meanwhile, Price does not show a significant direct association with adoption intention. Furthermore, Harvest Risk Perception does not significantly moderate the relationships between Perceived Efficacy, Brand Image, and Price with Adoption Intention. The findings contribute to agricultural marketing and technology adoption literature by highlighting the importance of functional benefits and brand evaluation in farmers’ decision-making processes. Practically, the results suggest that agricultural input providers and extension agents should emphasize product performance evidence, technical information, and reliable brand communication to support informed adoption decisions.
References
Ariani, M., Tarigan, H., Suhartini, S. H., Ariningsih, E., Sumedi, Savitri, S., Suryani, E., Mardianto, S., & Sunarsih. (2025). Pengaruh status penguasaan lahan dan adopsi teknologi terhadap produksi padi sawah di provinsi sentra padi di Indonesia. Analisis Kebijakan Pertanian, 23(2), 195–216. https://doi.org/10.21082/akp.v23n2.2025.195-216
Badan Pusat Statistik. (2018). Konversi gabah ke beras tahun 2018. Badan Pusat Statistik. https://www.bps.go.id
Balai Besar Peramalan Organisme Pengganggu Tumbuhan. (2025). Prakiraan serangan OPT utama padi, jagung, kedelai, dan akabi di Indonesia MT 2025/2026. Direktorat Jenderal Tanaman Pangan, Kementerian Pertanian.
Beaman, L., BenYishay, A., Magruder, J., & Mobarak, A. M. (2021). Can network theory-based targeting increase technology adoption? American Economic Review, 111(6), 1918–1943. https://doi.org/10.1257/aer.20200295
Chèze, B., David, M., & Martinet, V. (2020). Understanding farmers’ reluctance to reduce pesticide use: A choice experiment. Ecological Economics, 167, 106349. https://doi.org/10.1016/j.ecolecon.2019.06.004
Constantine, K. L., Kansiime, M. K., Mugambi, I., Nunda, W., Chacha, D., Rware, H., Makale, F., Mulema, J., Lamontagne-Godwin, J., Williams, F., Edgington, S., & Day, R. (2020). Why don’t smallholder farmers in Kenya use more biopesticides? Pest Management Science, 76(11), 3615–3625. https://doi.org/10.1002/ps.5896
Dai, Q., & Cheng, K. (2022). What drives the adoption of agricultural green production technologies? An extension of TAM in agriculture. Sustainability, 14(21), 14457. https://doi.org/10.3390/su142114457
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02
Feder, G., Just, R. E., & Zilberman, D. (1981). Adoption of agricultural innovations in developing countries: A survey (World Bank Staff Working Paper). World Bank.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: A workbook. Springer.
Haryono, D., Rosanti, N., Sari, D. M., Wulandari, R., & Sinambela, E. (2025). An investigation into the risk behavior of rice farmers in Lampung, Indonesia. International Journal of Innovative Research and Scientific Studies, 8(3), 1085–1092. https://doi.org/10.53894/ijirss.v8i3.6756
Hashemi, S. M., & Damalas, C. A. (2011). Farmers’ perceptions of pesticide efficacy: Reflections on the importance of pest management practices adoption. Journal of Sustainable Agriculture, 35(1), 69–85. https://doi.org/10.1080/10440046.2011.530511
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press.
Ruzzante, S., Labarta, R., & Bilton, A. (2021). Adoption of agricultural technology in the developing world: A meta-analysis of the empirical literature. World Development, 146, 105599. https://doi.org/10.1016/j.worlddev.2021.105599
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed., Ed.). Wiley.
Sharifzadeh, M. S., Abdollahzadeh, G., Damalas, C. A., & Rezaei, R. (2018). Farmers’ criteria for pesticide selection and use in the pest control process. Agriculture, 8(2), 24. https://doi.org/10.3390/agriculture8020024
Suman, S. (2021). Do agro-inputs’ brands affect the buying decision process of farmers: A comprehensive study. Indian Journal of Agricultural Research, 55(2), 207–211. https://doi.org/10.18805/IJARe.A-5576
Ternate, B. P. S. K. (2025). Kota Ternate dalam angka 2025 (Ternate municipality in figures 2025) (Vol. 23). BPS-Statistics of Ternate Municipality.https://ternatekota.bps.go.id/id/publication/2025/02/28/547a02830ed6220514c23a25/kota-ternate-dalam-angka-2025.html.
Timmermann, C. A. (2015). Pesticides and the patent bargain. Journal of Agricultural and Environmental Ethics, 28(1), 1–19. https://doi.org/10.1007/s10806-014-9515-x
Wuepper, D., Roleff, N., & Finger, R. (2021). Does it matter who advises farmers? Pest management choices with public and private extension. Food Policy, 99, 101995. https://doi.org/10.1016/j.foodpol.2020.101995
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
