Adoption of internet of things (IoT) in the agriculture industry deploying the BRT framework

Abstract

PurposeThe purpose of this paper is to investigate the adoption of Internet of Things (IoT) in the agriculture industry by the farmers' in India using the theoretical lens of the behavioral reasoning theory (BRT).Design/methodology/approachA survey on farmers was conducted to examine the adoption of IoT in agriculture industry (IoT-A) using BRT. The data analysis of the primary survey was done by applying the structural equation modelling (SEM) technique.FindingsThe ‘reasons for’ adoption of IoT-A were as follows: Relative advantage, social influence, perceived convenience, and perceived usefulness. The ‘reasons against’ adoption were as follows: Image barrier, technological anxiety, perceived price and perceived risk. The BRT theory provides the platform to discuss the psychological processing of acceptance of IoT in agriculture industry by the farmers.Practical implicationsThis research has unique implications as it studies the rural consumers’ behavior of innovation adoption namely IoT in agriculture. It provides the specific reasons ‘for’ and ‘against’ IoT adoption in agriculture, which will give directions to the marketers of IoT technology to develop suitable marketing strategies to improve the adoption in rural areas.Originality/valueThis research takes the first step in the direction toward deliberation of the adoption of IoT-A by farmers in an emerging Indian economy using the BRT theory, which discusses the ‘reasons for’ and ‘reasons against’ adoption in a proposed model.

The internet of things in the food supply chain: adoption challenges

“…4.1.2 Financial. Capital investment remains one of the most significant barriers to the adoption and use of IoT technology in FSCM (Aryal et al, 2018;Aung and Chang, 2014;Bibi et al, 2017;Noletto et al, 2017;Pillai and Sivathanu, 2020;Ruiz-Garcia and Lunadei, 2011;Tsang et al, 2018b;Tu, 2018). A large amount of money needs to be incurred by companies who are willing to adopt IoT.…”

Inovasi Internet of Things Pada Sektor Pertanian: Pendekatan Analisis Scientometrics

“…Riset-riset terkini menunjukkan pengembangan IoT pada sektor pertanian menjadi keniscayaan mengingat semakin tingginya kebutuhan pangan (Antony et al, 2020). IoT berpotensi membantu meningkatkan kualitas dan kuantitas produksi pertanian karena dapat memfasilitasi otomatisasi dan monitoring berbagai proses dengan akurasi tinggi dibandingkan dengan pertanian tradisional (Pillai and Sivathanu, 2020).…”

“…IoT pada dunia pertanian mendapatkan perhatian yang terus meningkat karena dapat membantu memberikan informasi tentang kondisi tanah, tanaman, konsumsi energi, perilaku hewan, dan aspek lainnya (Ahmed et al, 2018). Dengan berbagai potensi tersebut, IoT pada bidang pertanian dapat membantu petani mengambil keputusan yang lebih baik dalam pengelolaan lahan untuk usaha tani (Pillai and Sivathanu, 2020).…”

Determinants towards a Better Acceptance Model of IoT in KSA and Eradication of Distrust in Omnipresent Environments

“…It comprises of an expanding network of smart devices that are capable of communicating over the internet and use various network services to interact with other internet-enabled devices. IoT is being applied in various domains including health and medical care [2], smart organizations [3], smart homes, smart cities, agriculture [4], ecommerce and personal management, to name a few. In addition, it is expected to be a catalytic agent for a variety of other advancements such as upgrading of the existing broadband networks [5], advancement in sensor technologies, longer battery life, emergence of situation-aware [6] and business-aware organizational networks [7], and many more like the same.…”