Extending unified theory of acceptance and use of technology for contract farming adoption in Haryana, India

This study extends the "Unified Theory of Acceptance and Use of Technology" (UTAUT) with "Perceived Monetary Value" (PMV) and "Perceived Threat" (PT) to explore contract farming prospects in Haryana. Using Structural Equation Modeling (SEM) the analysis reveals that farmers in Haryana have maintained a positive usage behavioral intention toward it. "Perceived Monetary Value" (PMV), "Effort Expectancy" (EE), "Facilitating Conditions" (FC), and "Social Influence" (SI) shape attitude and predict the "Behavioral Intention" (BI), and "Actual Usage Behavior" (UB). However, perceived threat (PT) significantly moderates this effect. Importance-performance map analysis (IPMA) identifies PT and PMV as critical determinants of actual usage behavior.