Unveiling Digital Transformation Challenges in the Rice Supply Chain Toward Sustainability in Thailand: A Strategic Roadmap Analysis

ABSTRACT This study aims to elucidate the digital transformation (DTN) challenges in the Thai rice supply chain (RSC) and to propose a strategic roadmap for advancing sustainability through the construction of a hierarchical structure using technology–organization–environment (TOE) perspectives and cobenefit theory. This work is needed because the RSC in Thailand faces sustainability challenges because of fragmented production networks, inconsistent quality standards, environmental pressures, and limited digital adoption. DTN enhances efficiency, traceability, and resilience through advanced technologies and data‐driven processes; however, its adoption remains partial and hindered in TOE dimensions. In this study, a hybrid approach including the fuzzy Delphi method, exploratory factor analysis, and reliability testing is used to validate the attributes. Fuzzy synthetic evaluation–decision‐making trial and evaluation laboratory (FSE‐DEMATEL) results constitute strategic roadmapping to address practical challenges. Strategic digital resource capabilities and regulatory and policy support are taken from TOE perspectives to address the DTN challenges in the RSC. In practice, this study reveals that cloud computing and data storage, insufficient monetary resources for digital tools, and green digital economy strategies are the practical criteria for overcoming DTN challenges.