Value-chain digitalization and adoption intention by Proactive Land Acquisition Strategy (PLAS) farmers in the Eastern Cape Province South Africa

Recent and ongoing value-chain disruptions have caused concern in the agricultural economy. Value-chain technologies enable greater connectivity among industry stakeholders and provide farmers with opportunities to build resilience and become more sustainable. There are various digitalization technologies available to digitalize the South African value-chain. The current paper investigated value-chain digital technologies available in South African markets for PLAS farmers to use. A simple random sample of 100 Eastern Cape PLAS farms was chosen, and data was collected through interviews using a semi-structured questionnaire that examined behavioural factors that influence farmers' intentions to adopt value-chain technologies. The data was analysed in R and STATA statistical packages using the unified theory of acceptance and use of technology (UTAUT) and structural equation modelling (SEM). The findings revealed that performance and effort expectancy influence adoption intention. Furthermore, male farmers had a higher expectation of performance and effort. As a result, performance demonstrations and trainings on how to use these technologies are required and should receive more attention in attempts to increase adoption.