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

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