One of the innovations introduced toward tackling the heightening of environmental impact is green technology. In the agricultural industry, the implementation of green fertilizer technology (GFT) for the modern development of environmentally friendly technology is a necessity. Within the Malaysian agriculture sector, the GFT application is needed to increase production levels among all crops. One of the essential commodities of all crops has always been paddy, given its status as the staple food among the country’s population. Paddy production with the adoption of GFT potentially opens the path toward sustainable development in the industry as well as it also provides the food safety aspect. Moreover, this helps farmers to improve their productivity on paddy production in Malaysia. This paper attempts to evaluate the contributing socio-psychological factors, innovation attributes of environmental factors, and channels of communication to decision-making among farmers in Malaysia on GFT. Furthermore, this research also aims to assess the moderating role of cost between the farmer’s behavioral intention and the adoption of GFT. The sampling process followed the stratified sampling technique—overall, 600 survey questionnaires were dispersed and 437 effective responses were received. The structural analysis results obtained have revealed significant positive effect for perceived awareness, attitude, group norm, perceived behavioral control, environmental concern, agro-environmental regulations, relative advantage, compatibility, trialability, and observability, and on farmer’s behavioral intention, a significant effect for paddy farmer’s behavioral intention in order to adopt of GFT. Further, the interaction effects of cost on the link between farmer’s behavioral intention and adoption of GFT are statistically significant. Though, the finding could not back an outcome for the subjective norm, complexity, and mass media on farmer’s behavioral intention. Finally, critical outcomes obtained in this research contribute to deepening the thoughtfulness of paddy farmers’ adoption of GFT. This study concludes with policy recommendations and future directions of the research.
