This study aims to investigate the slow adoption of smart farming technologies (SFTs) in developing regions, where farmers continue relying on traditional methods despite modernization policies. It examines how farmers’ value perceptions and technology readiness (TR) shape adoption intentions by integrating the value-based adoption model (VAM) with the theory of consumption values (TCV). Specifically, this study develops a value-centric framework in which TR moderates the link between overall perceived value (OPV) and adoption intention (INT).
Data were collected from 351 smallholder farmers through self-administered surveys and analyzed using partial least squares-structural equation modeling.
OPV emerged as the strongest predictor of adoption, driven by perceived efficiency, facilitating conditions and financial incentive policy. Among OPV dimensions, conditional value outweighed functional and monetary values, underscoring the importance of enabling conditions such as financial aid, training and infrastructure. Contrary to expectations, perceived cost increased OPV, while perceived complexity and uncertainty were insignificant, suggesting that familiarity or outsourcing may reduce traditional barriers. TR moderated the link between OPV and INT, where motivated farmers move toward adoption regardless, but reluctant farmers require stronger OPV to ease concerns.
To the best of the authors’ knowledge, this study is among the first to integrate VAM and TCV to explain the adoption of SFTs, establishing the value-centric perspective as a powerful lens for understanding technology acceptance in agriculture. It also demonstrates that TR differentially shapes how farmers rely on OPV to drive adoption.
