Environmental and health values, beliefs, norms and compatibility on intention to adopt hydroponic farming among unemployed youth

The objective of this study was to examine the relationships among environmental and health values, ecological worldview, perception of consequences, the ascription of responsibility, and personal norms in the context of the value-belief-norm (VBN) model and how compatibility influences the intentions and behaviors of Chinese youth regarding the use of hydroponic farming technology. The study employed a survey questionnaire to collect data from the target population. The sample size was determined through a power analysis to ensure sufficient statistical power for the analysis. A total of 727 potential respondents' responses were analyzed using SmartPLS (4.0) to perform structural equation modeling. The results confirmed that environmental, emotional, and health values significantly associated with individuals' ecological worldviews. There was an interconnection between ecological worldview, awareness of consequences, and ascription of responsibility, and all three significantly influenced personal norms. The key determinants of the intentions and behaviors to adopt hydroponic farming technology are personal norms and technology compatibility. Therefore, to promote and motivate the interest and intention to use hydroponics among unemployed youth, government agencies, and related companies should focus on providing technology-related and pro-environmental information and training. This is expected to increase the acceptance and awareness of hydroponics among this group, thus increasing the adoption rate of hydroponics.