Abstract
This study aims to fill a gap in the literature regarding the interrelationship between agricultural modernization and the internet of things (IoT), particularly in vegetable crop cultivation. Therefore, it focuses on understanding the barriers to and enablers of IoT adoption in planting and harvesting vegetables. We built a theoretical framework that incorporates the constructs of individual and organizational technology adoption models, linking behavioral, technological, organizational, and environmental factors. The framework is supported by the technology-organization-environment (TOE) and unified theory of acceptance and use of technology (UTAUT) models. We conducted in-depth interviews with 15 producers, three agricultural sector experts, and four suppliers. The results showed that only established producers implemented technology, indicating that organizational factors are decisive for the adoption of the IoT. Thus, the producer's size, knowledge, management level, and investment power affect IoT adoption. The theoretical model needs to be assessed according to producers' size, thereby revealing that organizational factors directly influence producers' behavioral issues.
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