Internal Drivers of Sustainable Agricultural Adaptation in the Subak Sembung Ecotourism Area, Bali

Abstract

This study analyses the internal factors driving the adoption of sustainable, zero-waste agriculture in the Subak Sembung ecotourism area, Denpasar, Bali. Subak Sembung, as one of the city’s green zones that serves a dual function as both agricultural land and an ecotourism destination, faces a dilemma between environmental aesthetic demands and farmers’ conventional practices, particularly the burning of rice straw. This study employs a quantitative approach using a cross-sectoral survey of 124 respondents, alongside SEM-PLS analysis to examine the relationship between internal motivations (pride and happiness), intention, and actual behaviour in agricultural waste management. The results indicate that internal motivation has a significant influence on intention (coefficient 0.68; t = 8.45) and actual behaviour (coefficient 0.41; t = 2.87), with intention acting as a strong mediator explaining 58% of the variance in adaptive behaviour. Although straw burning remains the dominant practice (32%), there is a growing trend towards the adoption of environmentally friendly methods such as composting (28%) and mulching (24%), particularly among farmers of working age, those with a secondary education or higher, and private landowners. Theoretically, these findings expand the literature on the circular economy by emphasising the role of internal psychological factors in the adoption of agricultural innovations, moving beyond a purely rational economic perspective. In practical terms, the research results have policy implications suggesting that sustainability interventions should be directed towards strengthening farmers’ intrinsic motivation and collective intent through education, extension services, incentives, and institutional support from the Subak.