TAF PUBLISHING

Located in the southern region of the island of Borneo, the province of South Kalimantan in Indonesia is renowned for its abundance of natural resources and rich agricultural history. Offering a wide variety of agricultural goods and commodities that considerably boost the local and national economy, this region is crucial to the country's agriculture industry. This study examines the complex interactions between farmers in Indonesia's South Kalimantan Province that are farmers' environmental orientation, and have attitudes towards agricultural prodution. Beliefs on climate change are a mediating element and have a moderating influence on innovativeness. Based on the diffusion of innovation theory, this study clarifies the crucial processes that farmers' environmental orientation and farmers attitudes toward agriculture production. Only farmers in the South Kalimantan Province of Indonesia provided the data, which would limit the conclusions' wider applicability. Additionally, SmartPLS is used in the study to analyze the data, which provides insightful information but can benefit from additional validation using a variety of analytical techniques. This study, which included 355 farmers in all, offered insightful information about the complex interactions between variables affecting agricultural production. The results show that farmers' attitudes towards agricultural production are highly influenced by their environmental orientation, with ideas about climate change serving as a mediating factor in this relationship. Furthermore, innovativeness moderates the relationship between agricultural attitudes and opinions about climate change. These revelations highlight the practical importance of encouraging environmental consciousness among farmers and have theoretical implications for understanding the farmer's attitudes toward agriculture production. Notwithstanding its limitations, the results of this study provide theoretical and practical insights into the challenges of promoting environmentally conscious farming in a changing global environment.