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To promote environmental changes in agriculture, the use of sustainable agricultural practices was considered to be crucial. Several factors have been identified that affect farmers in their decision to implement sustainable agricultural practices effectively. Despite this, the rate of adoption of sustainable agricultural practices remains below the planned level, and it is important to know how to solve this issue. In this paper, we propose a model based on the theory of planned behavior and the norm activation theory with the integration of network contact frequency as a mediator and institutional trust as a moderator to fill “the intention-behavior” gap.

A Proposed Conceptual Framework on the Adoption of Sustainable Agricultural Practices: The Role of Network Contact Frequency and Institutional Trust