Objective: This study investigates the determinants influencing Indonesian farmers’ adoption of Smart Agriculture Technologies (SATs) using the UTAUT2 framework, focusing on how socio-demographic and contextual factors shape behavioral intentions. Theoretical Framework: Based on UTAUT2, the study examines Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), and Perceived Value (PV) as predictors of Intention to Use (ITU), incorporating demographic moderators such as age and education to contextualize adoption behavior in rural agricultural settings. Method: A mixed-methods approach was applied, beginning with focus group discussions with experts, community leaders, and farmers to refine constructs and survey items. Subsequently, 300 East Java farmers completed structured questionnaires. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) to validate constructs and test hypotheses. Results and Discussion: SI and PV emerged as the strongest predictors of ITU, highlighting the role of peer networks and affordability, while EE and FC also contributed significantly; PE had a smaller effect. Education moderated these relationships, with less-educated farmers relying on social cues and educated farmers emphasizing functional benefits. The model demonstrated high explanatory power (R² = 61.7%–75.2%). Research Implications: Peer-led demonstrations, simplified tools, and localized training can enhance adoption among older or less-educated farmers, while younger and educated farmers serve as innovation champions, offering practical pathways to accelerate smart agriculture adoption and advance SDG 2 (Zero Hunger). Originality/Value: This study extends UTAUT2 by integrating PV and demographic moderators in SAT adoption analysis, providing empirical evidence from Indonesia that contributes to both theoretical development and practical strategies for sustainable agriculture.
Basuki et al. (Thu,) studied this question.