Biochar as Circular Technology: Toward Shaping Policy and Behavioral-Level Strategies to Encourage Farmers’ Adoption

The shift to circular agrosystems necessitates using new ideas like sustainable biochar, which provides many eco-beneficial attributes like enhancing soil fertility, storing atmospheric carbon dioxide, and retaining soil moisture. However, there is still a small number of farmers worldwide (particularly those located in low-income countries) adopting biochar. Accordingly, this research is focused primarily on determining how factors affecting behavior will influence the decision of wheat producers in Marvdasht County, in Iran’s Fars Province, to use biochar as a circular technology for farming. The study will focus on addressing issues related to environmental challenges (e.g., degradation of soil and drought) through the implementation of resource-efficient, sustainable agricultural technologies. The intent of this paper was to research the behavioral characteristics associated with wheat farmers who choose to use biochar in the city of Marvdasht, Fars Region, Iran, using a new Theory of Planned Behavior (TPB). The model is theoretically enriched through the inclusion of personal norms and connectedness to the land, allowing for a more comprehensive understanding of pro-environmental decision-making. Data was collected from a total of 386 wheat farmers through the use of a structured survey. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the software Smart-PLS 3.0. The results reveal that attitude (β = 0.342, p < 0.001) and personal norms (β = 0.278, p < 0.001) are the strongest predictors of behavioral intention, while perceived behavioral control showed a weaker but significant effect (β = 0.178, p = 0.049). Subjective norms do not have a significant direct effect (β = 0.115, p = 0.199) but significantly influence intention indirectly through personal norms (β = 0.100, p < 0.001). Furthermore, connectedness to the land strongly affects personal norms (β = 0.420, p < 0.001) and exerts a significant indirect effect on intention (β = 0.117, p < 0.001), highlighting the importance of emotional attachment to land. The findings are significant because they demonstrated that farmers’ biochar adoption decisions are shaped not only by rational evaluations but also by moral obligations and emotional relationships with land. This study makes significant theoretical contributions by extending TPB with moral and relational constructs and empirically demonstrating their mediating roles in agricultural innovation adoption. The novelty of this study lies in integrating personal norms and connectedness to the land into the TPB framework to explain biochar adoption behavior within the context of circular agriculture in a developing country. Practically, the findings provide evidence-based insights for designing policies that integrate cognitive, ethical, and emotional drivers to promote biochar adoption and advance circular agriculture. Specifically, policymakers and extension agencies should prioritize behavioral-level strategies such as awareness campaigns, farmer training programs, and community-based initiatives that strengthen positive attitudes, environmental responsibility, and farmers’ emotional connection to land in order to enhance biochar adoption.