Behavioral Drivers of Agricultural FinTech Adoption in India for Sustainable Digital and Financial Inclusion Using an Extended TAM Approach

Abstract

FinTech, or financial technology, has become a revolutionary force in advancing digital financial inclusion and sustainable agricultural growth, especially in emerging nations like India. This research examines the behavioral determinants affecting the acceptance of FinTech services within the Indian agriculture industry through an Extended Technology Acceptance Model (TAM).The suggested paradigm examines the impact of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust (TR), Government Support (GS), and Social Influence (SI) on Actual Adoption (AU), Behavioral Intention (BI), and Attitude Toward Using FinTech (ATU). A quantitative research methodology was employed using a structured questionnaire distributed among 400 farmers and agricultural stakeholders across different regions of India. Using SmartPLS software, structural equation modeling (SEM) was used to analyze the gathered data. The findings show that while perceived usefulness, trust, and government support have a favorable impact on farmers’ views toward FinTech adoption, behavioral intention has a substantial impact on actual uptake of FinTech services. Although there is little correlation between Perceived Ease of Use and Attitude Toward Using FinTech, it has a positive impact on Behavioral Intention. Similarly, Social Influence shows no significant impact on farmers’ attitudes toward adoption. The findings suggest that farmers prioritize the practical benefits, reliability, and institutional support associated with FinTech services over simplicity and peer influence. By expanding the TAM framework into the context of Indian agriculture, the study adds to the body of literature already in existence. It also has significant ramifications for financial institutions, policymakers, and FinTech companies looking to improve digital financial inclusion, rural economic development, and sustainable agricultural transformation in India.