Towards an Understanding of the Behavioral Intentions and Actual Use of Smart Products among German Farmers

Abstract

Innovative technologies in the context of smart farming are expected to play a significant role in the adaptation of the agricultural sector to climate change and sustainable agriculture. However, the adoption of smart farming solutions, in this case so-called smart products, depends indispensably on the acceptance of farmers. For this reason, it is important to develop an understanding of what determinants are decisive for farmers in the adoption of these technologies. In order to address this research gap, farmers in Germany were surveyed via a large-scale online survey in 2020 (n = 523). Based on an extended version of the Unified Theory of Acceptance and Use of Technology, a Partial Least Squares (PLS) analysis was performed. The results indicate that hedonic motivation significantly influences farmers’ behavioral intention to use smart products. In addition, behavioral intention is affected by social determinants and the personal performance expectations of smart products. Trust, as well as facilitating conditions, also has an impact on behavioral intention. Furthermore, facilitating conditions are an important determinant of the actual use behavior. In addition, use behavior is influenced by behavioral intention. It was further found that technology readiness plays a significant role in the adoption of smart products. Moderating effects of age, work experience, and farm size were identified that influence farmers’ willingness to use smart products. The study holds important managerial implications for technology companies in the field of smart farming and can help develop approaches for tailored technical solutions that meet farmers’ needs.

Innovative technologies in the context of smart farming are expected to play a significant role in the adaptation of the agricultural sector to climate change and sustainable agriculture. However, the adoption of smart farming solutions, in this case so-called smart products, depends indispensably on the acceptance of farmers. For this reason, it is important to develop an understanding of what determinants are decisive for farmers in the adoption of these technologies. In order to address this research gap, farmers in Germany were surveyed via a large-scale online survey in 2020 (n = 523). Based on an extended version of the Unified Theory of Acceptance and Use of Technology, a Partial Least Squares (PLS) analysis was performed. The results indicate that hedonic motivation significantly influences farmers’ behavioral intention to use smart products. In addition, behavioral intention is affected by social determinants and the personal performance expectations of smart products. Trust, as well as facilitating conditions, also has an impact on behavioral intention. Furthermore, facilitating conditions are an important determinant of the actual use behavior. In addition, use behavior is influenced by behavioral intention. It was further found that technology readiness plays a significant role in the adoption of smart products. Moderating effects of age, work experience, and farm size were identified that influence farmers’ willingness to use smart products. The study holds important managerial implications for technology companies in the field of smart farming and can help develop approaches for tailored technical solutions that meet farmers’ needs.