Employing the structural equation modeling in assessing urban farming innovation adoption: examining urban society's acceptance of the theory of planned behavior and technology acceptance model frameworks.

Introduction: This study examined the factors influencing the adoption of urban farming technologies in urban communities in Makassar City, Indonesia. It integrated the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to provide a comprehensive understanding of how psychological, social, and technological factors shape adoption intentions. Methods: Primary data were collected from 346 respondents across 15 subdistricts using a questionnaire survey. The data collection was supported by agricultural extension officers who served as field facilitators, having received prior guidance to ensure consistent data collection. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The results revealed that knowledge, subjective norms, attitudes, perceived behavioral control, perceived usefulness, and perceived ease of use significantly influenced the intention to adopt urban farming. Several variables also played mediating roles, particularly perceived ease of use, which links socio-demographic characteristics and behavioral control to adoption intention. In addition, subjective norms are influenced by both ease of use and perceived control. Discussion: These findings highlight the importance of integrated strategies, including community-based education, strengthening social support systems, and improving access to user-friendly technologies. Such efforts are essential to enhancing public participation and promoting the sustainable adoption of urban farming practices.