Factors Affecting Farmer’ Acceptance and Use of Smart Agriculture in South Africa

Technology has completely transformed agriculture over the last few decades. These days, farmers are able to perform agricultural activities through the use of digital agriculture that makes farming activities more productive, efficient, and sustainable. However, the acceptance and use of these emerging technologies is not a rapid process in South Africa. This paper endeavors to evaluate farmers' acceptance and use of smart agriculture in the context of farming services. A quantitative study was conducted; a model was proposed, and a survey was administered to a sample of 62 South African farmers. Using Cronbach's alpha and exploratory factor analysis, the study was assessed for validity and reliability, values of which were acceptable. The hypothesis was tested using regression analysis and it was found that technology characteristics, individual characteristics, technology usefulness, cost, technological skills, and information processing innovation are the factors that have a positive influence on farmers' use of smart agriculture. However, it was found that a culture of innovation has no influence on farmers' use of smart agriculture. This might be due to the fact that there is no built-in culture of innovation in South Africa, and this leads to farmers not able to effectively embrace new technologies in the agricultural sector. The study could assist agricultural sector organizations to understand factors that need to be managed in order to ensure acceptance and use of smart agriculture by farmers in South Africa.