Understanding farmers' intention to buy alternative fuel tractors in German agriculture applying the Unified Theory of Acceptance and Use of Technology

The increased focus on reducing greenhouse gas emissions and decreasing dependence on fossil fuels has led to heightened interest in alternative fuels. Given the critical role of agriculture in both the consumption and production of energy, understanding the factors that influence farmers' decisions to purchase an alternative fuel tractor is paramount. This study aims to identify constructs that influence German farmers' intentions to purchase alternative fuel tractors, applying the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. An online survey conducted in 2022 yielded 141 usable responses from German full-time farmers, and the UTAUT model was estimated using Partial Least Squares Structural Equation Modelling (PLS-SEM). Farmers perceive alternative fuel tractors as particularly suitable for low-energy farm and field work, but lower driving ranges relative to conventional diesel tractors are the main barrier to adoption. General performance expectancy and social influence emerged as the most potent drivers of farmers' intentions to purchase alternative fuel tractors. The paper contributes original insights into the factors influencing technology adoption in agriculture and provides practical implications for policymakers and agricultural machinery manufacturers. The results guide strategies to encourage alternative fuel tractor adoption and suggest directions for future sustainable agriculture research.