A Study on Relationship Between Awareness, Attitude and Satisfaction of Sustainable Farmers in Sustainable Farming Through Structural Equation Modelling

The sustainable farming practice meets the needs of existing and future generations. It also ensures profitability, environmental health and social and economic equity. The global demand for food products grown by sustainable farming practices was growing rapidly. The environmentalists keep on raising their concerns towards the harmful effects of unsustainable farming, which in turn creates awareness among the consumers towards the products grown by sustainable farming methods. This growing awareness was the reason behind the shifting taste and preference of the consumers, which in turn led to rise in global demand for the product grown through sustainable farming. But the percentage of farmers adopting this practice was relatively very low because of various constraints like less quantum of production compared to the conventional farming, high price of the organically produced products, duplication of products in many organic stores and low profit. This study attempts to throw the light on the relationship between the awareness, attitude and satisfaction of the farmers in sustainable farming through the structural equation modelling. For this study, nearly 393 farmers were interviewed with the help of structured questionnaire using snowball sampling method.