Sustainably implementing Agriculture 4.0 in SME manufacturing companies in eastern Europe: a case study from Bulgaria

Abstract The European Union’s new paradigm of “growing sustainably” underscores the urgent need to complete its digital and green transformation. This study investigates how the integration of digital transformation and sustainability — termed “digitainability” — can be effectively implemented in small and medium-sized enterprises (SMEs) within Eastern Europe. By exploring multi-stakeholder perspectives, this research identifies the systemic digital innovations that can enhance the implementation of Agriculture 4.0. The paper is structured into three stages: Stage 1 conducts a thorough literature review to identify successful factors and barriers related to the digital transition of SMEs in Europe; Stage 2 proposes a conceptual framework that evaluates the synergistic potential of these factors and outlines a step-by-step business model tailored for agri-food SMEs; and Stage 3 validates this model through a case study based on qualitative assessments from semi-structured interviews with company owners and managers. Findings reveal that while innovative agri-food companies in Eastern Europe are increasingly adopting smart technologies to mitigate climate change impacts, there remains a significant gap in their understanding of Industry 4.0 concepts. This research contributes to the discourse on digitainability by offering practical insights for SMEs aiming to leverage digital tools for sustainable growth in an evolving market landscape.