Abstract
AbstractDigital transformation has unveiled new prospects for increased performance and productivity in the agricultural sector to meet rising food security needs. Continuous industrialization and unexpected disruptions (e.g., workforce mobility restrictions due to the COVID‐19 pandemic) call for the adoption of agricultural robots. However, automated solutions could be associated with societal challenges in rural areas; unemployment growth has been perceived as a major threat that jeopardizes societal welfare, potentially hindering the implementation of digital technologies. In this context, human–robot synergistic systems could act as a promising socially viable alternative. Through systems thinking, this research investigates the complex interconnections and key feedback mechanisms of automation diffusion (conventional and human–robot interactive) under the socio‐economic perceptions (drivers and barriers) of agribusinesses and rural communities. Overall, this study contributes towards eliciting the mental models that underpin the transition from agricultural robots to human–robot collaboration by transforming automation‐related societal risks into opportunities for sustainable rural development.
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