The impact of ethical commitments on the intention to adopt digital agricultural technologies

Sustainable food security is a critical global concern and an urgent priority in developing countries such as Iran. Digital agricultural technologies (DAT) represent significant solutions in this regard, yet their adoptions and development in Iran face limitations. Theoretical studies have underscored the importance of ethical commitments in the adoption process. This study aims to investigate whether ethical commitments regarding food security can influence the intention to adopt digital technologies by farmers. The study employed the Norm Activation Model and integrated two additional components, namely perceived risk and social capital. We applied this framework to examine research works on farmers of Kermanshah Province in the west of Iran, using survey data (sample n = 384). Data analyses were done through structural equation modeling (SEM). Based on the results, the developed Norm Activation Model can be used to predict the adoption intention of DAT by farmers; with the model explaining 65% of total variance. Feeling guilt exhibited the highest direct effect, followed by feeling proud. Furthermore, ethical norms had a direct and indirect impact on intention through the mediating variables of feeling proud and Feeling guilt. The findings of this study contribute to facilitating innovation adoption strategies. It is recommended that, in order to facilitate and stabilize farmers' adoption of innovation, their sense of guilt should first be aroused. After stimulating the farmers' sense of pride toward the adoption; emphasis should be placed on ethical commitments. Ultimately, the introduction of technology and the facilitation of infrastructure should be pursued.