Understanding and facilitating sustainable agricultural practice: A comprehensive analysis of adoption behaviour among Malaysian paddy farmers

•Inclusive outline on the existing hurdles towards the adoption of SAP among Malaysian paddy farmers.•Framework of the theoretic standpoints, which have been, developed for the adoption behavior and considerate consumer intentions in the direction of SAP.•Proposes prospective ideas in an area which extensive investigation is necessary to bring about a solid contribution.•The main objective of this study is to examine the technology-aided communication as a moderator among intention and adoption of SAP. With the increased stress on sustainability and food security, in addition, the need toward halting environmental deprivation has focused attention on Individual farmers subjectively perceive the attributes of SAP and their subsequent benefits. Qualifying this knowledge is important, but past efforts have largely been unsystematic. This research paradigm purpose is to observe the influence of Malaysian paddy farmer’s adoption intention towards sustainable agriculture.This systematic study assesses the structure of perceived Awareness of sustainable agricultural practices. A convenient sampling technique was used to select the sample. A total of 132 questionnaires was distributed to Malaysian Paddy farmers, around the Malaysian state which was used for data analysis. The result from the structural analysis suggests that the results of confirmatory factor analysis indicate that the most robust. Moreover, technology-aided communication described as moderates the relationships between Attitude, subjective Norm, Perceived behavioral control and intention.Overall, findings of this study extend the understanding, to link noneconomic benefits to profitability to the attribute of relative advantage. Our work represents a guide to assist change agents to evaluate farmer perceptions at different locations systematically. This structured method will help effectively to design and promote sustainable agriculture and other green agricultural innovations. Discussions and implications for Malaysian paddy farmers, limitations, and suggestions for future research are also delivered in the line of this research study.