Understanding factors affecting non-participants’ interest in community-supported agriculture

Urban Farm DB summary

This study examined potential customers' interest in Community-Supported Agriculture (CSA) in Indonesia using the UTAUT2 model, surveying 1200 respondents. The model explained 44.4% of customer intentions, identifying performance expectancy (0.292) as the decisive factor. Hedonic motivation (0.262), social influence (0.259), and facilitating conditions (0.086) also positively influenced interest in CSA participation.