Exploring small farmers behavioral intention to adopt digital platforms for sustainable and successful agricultural ecosystems

Abstract

The research study explores the factors influencing small farmers behavioral intention to adopt a pioneering digital platform, whose aim is to establish sustainable and successful business ecosystems within the agricultural sector. To achieve this goal, the authors extend and customize the Unified Theory of Acceptance and Use of Technology model developing a theoretical framework that assesses the impact of Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Environmental Uncertainty (EU), and Network Prominence (NP) on the Behavioral Intention (BI) to use the platform. From December 2022 to May 2023, a survey was conducted using a tailor-made questionnaire and gathering 192 valid responses from a sample of Italian small farmers. The empirical analysis confirms positive associations between the independent constructs (EE, PE, SI, EU, NP) and BI. Additionally, the study detects the predominant influence of EU over other constructs on small farmers' intention to adopt the platform. The integration of NP and EU constructs represents a significant contribution to the existing literature, as it offers a novel approach for a deeper understanding of the adoption process. The study's findings determine significant implications for policymakers and platform developers providing valuable insights into driving technology adoption for sustainable and successful ecosystems.