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Abstract Agriculture is a key economic driver but also a significant contributor to environmental challenges. Despite promotion, uptake of agricultural technologies remains low due to various challenges. This study explores challenges and solutions in the adoption of agricultural technology in Thailand, emphasising its positive impact on agri‐food sector sustainability. We developed a conceptual framework based on technology adoption literature review. Employing multiple case studies, our research uncovers challenges not only at the farmer level but also within the agricultural ecosystem level. Addressing these challenges requires comprehensive changes in physical, digital, and legal infrastructure. Solutions include reshaping farmer mindsets and enhancing awareness of technology benefits. Despite limitations to the agri‐food industry in Thailand, the study offers valuable insights for technology providers and policymakers, contributing to the literature on technology adoption by smallholder farmers. Our findings emphasise the need for sustainability strategies in the agri‐food sector through greater technology uptake to enhance environmental sustainability.
Limpamont et al. (Tue,) studied this question.