The Antecedents of Willingness to Adopt and Pay for the IoT in the Agricultural Industry: An Application of the UTAUT 2 Theory

This paper aims to examine the factors influencing the willingness of Bangladeshi farmers to adopt and pay for the Internet of Things (IoT) in the agricultural sector by applying the theoretical framework of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). To this end, the study employed a quantitative research methodology and obtained data from 345 farmers from the northern districts of Bangladesh. Using a cross-sectional survey design and convenience sampling method, a study of premium fruit growers was undertaken to assess IoT use in agriculture, and the primary survey data were analyzed using the Structural Equation Modeling (SEM) approach via AMOS 26. The study confirmed that effort expectancy, performance expectancy, facilitating condition, hedonic motivation, government support, price value, personal innovativeness, and trust influence the willingness of Bangladeshi farmers to adopt the IoT. Additionally, predictors such as trust and willingness to adopt were observed to influence the willingness to pay for the IoT, while the construct ‘performance expectancy’ produced no effect. The study also revealed that the willingness to adopt moderates the association between performance expectancy, price value, and willingness to pay for the IoT. This research has novel implications because it investigates the behavior of rural customers with respect to innovation adoption, which in this case is the IoT in agriculture. It outlines precise reasons for the willing adoption of the IoT in agriculture, which will, in turn, assist marketers of IoT technology in the design of appropriate marketing strategies to increase acceptance in rural areas. Using the proposed model that incorporates farmers’ willingness to pay, this empirical study takes the first step in examining whether farmers in a developing economy such as Bangladesh will adopt and pay for the IoT.