...Hassan Younis; Nizar Shbikat; Omar M. Bwaliez; Issa Hazaimeh; Balan Sundarakani Purpose This study aims to explore and address critical aspects of IoT adoption within supply chains by identifying the key enablers and barriers, examining the drivers and challenges, and assessing the benefits...

... by the farmers. Practical implications This 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...