This study investigates the relationship between socio-psychological factors, innovation attributes, behavior intention, and green fertilizer technology (GFT) adoption among Malaysian paddy farmers. The study also examined whether behavior intention mediated the relationship between socio-psychological factors and green fertilizer technology. The study collected data from 170 paddy farmers in Malaysia�s Kedah and Perak states. The study used a quantitative research design and analyzed the data using the SmartPLS 4 software. The study�s results indicate a positive and significant relationship between the socio-psychological factors, innovation attributes, behavior intention, and the adoption of GFT. Specifically, the study found that the socio-psychological factors significantly positively affect farmers� behavior intention to adopt GFT. Further, innovation attributes significantly impact farmers� behavior and intention to adopt GFT. The study�s findings provide several implications for policymakers, extension agents, and other stakeholders interested in promoting the adoption of GFT among Malaysian paddy farmers. The study suggests that promoting positive attitudes toward GFT, creating awareness of the benefits of GFT, and improving farmers perceived behavioral control may increase farmers� intention to adopt GFT. Additionally, policymakers should develop GFT that is simple and compatible with farmers� needs, making it easier for farmers to adopt. Moreover, this study contributes to the literature on adopting green technologies by highlighting the importance of socio-psychological factors and innovation attributes in shaping farmers� behavior intention to adopt GFT. The study�s findings have practical implications for policymakers and other stakeholders interested in promoting the adoption of GFT among Malaysian paddy farmers. © The Author(s) 2023.