Factors influencing the adoption of digital sales support tools in short food supply chains by agricultural producers

Purpose This study aims to develop a framework for the adoption of digital sales support tools in short food supply chains within the agricultural sector, based on the Technology Acceptance Model-Technology-Organization-Environment framework. Design/methodology/approach The research used a mixed-methods approach. First, a qualitative phase, involving 15 semi-structured interviews, informed the development of a conceptual model. Second, a quantitative phase tested the model using structural equation modeling. Findings The validated model confirms the hypothesized relationships between the intention to adopt and various technological, organizational and environmental factors. These factors include perceived ease of use, perceived usefulness, financial resources, human factors and market pressure. Interestingly, greater financial resources were found to have a negative relationship with adoption intentions. Furthermore, mimetic behaviors emerged as a significant driver of adoption. Originality/value This research suggests that public authorities aiming to promote digitization within farmers’ value chains can leverage these findings to foster adoption.