Digitalization in sustainable agriculture supply chain: how digital literacy and support affect attitudes and adoption intentions

Purpose This study aims to investigate how digital literacy and stakeholder support affect farmers’ attitudes and their intention to adopt digital technologies in the context of sustainable agriculture supply chains. While prior research has recognized the importance of these factors individually, this study explores their interdependencies and the mediating role of farmers’ attitudes. It also discusses the broader implications for agricultural digitalization and global value chain participation, particularly in developing economies like Indonesia. Design/methodology/approach A quantitative research design was employed using a structured questionnaire distributed to 580 rice farmers in Java, Indonesia. The measurement items were adapted from validated prior studies. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed conceptual model, including mediation pathways. The model’s predictive accuracy was assessed through SRMR, Q2 statistics and PLS Predict benchmarking, allowing for robust evaluation of both theoretical relationships and real-world predictive capability. Findings The results confirm that digital literacy and stakeholder support significantly affect farmers’ attitudes and their adoption intentions. Attitude was the strongest predictor of intention and acted as a mediator in multiple relationships. Stakeholder support also indirectly influenced adoption via digital literacy. The model demonstrated strong predictive accuracy and explanatory power. These findings emphasize the role of behavioral factors in driving digital adoption and suggest that both technical capacity and attitudinal readiness must be addressed to achieve widespread adoption in sustainable agriculture. Originality/value This study extends the technology adoption literature by integrating behavioral (attitude) and contextual (digital literacy and stakeholder support) factors into a unified framework. Unlike previous research, it empirically tests multiple mediation mechanisms and links farmer-level behavior to broader implications for sustainable supply chains and global market integration. The context-specific analysis in Indonesia adds novel insights into digital inclusion strategies for smallholder farmers in emerging economies. The results offer valuable guidance for policymakers and stakeholders seeking to enhance technology adoption and sustainability in agriculture through targeted digital interventions.