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Adoption of internet of things (IoT) in the agriculture industry deploying the BRT framework

Rajasshrie Pillai (Department of Management, Pune Institute of Business Management, Pune, India)
Brijesh Sivathanu (Department of Management, Sri Balaji University, Pune, India)

Benchmarking: An International Journal

ISSN: 1463-5771

Article publication date: 19 February 2020

Issue publication date: 29 April 2020

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Abstract

Purpose

The purpose of this paper is to investigate the adoption of Internet of Things (IoT) in the agriculture industry by the farmers' in India using the theoretical lens of the behavioral reasoning theory (BRT).

Design/methodology/approach

A survey on farmers was conducted to examine the adoption of IoT in agriculture industry (IoT-A) using BRT. The data analysis of the primary survey was done by applying the structural equation modelling (SEM) technique.

Findings

The ‘reasons for’ adoption of IoT-A were as follows: Relative advantage, social influence, perceived convenience, and perceived usefulness. The ‘reasons against’ adoption were as follows: Image barrier, technological anxiety, perceived price and perceived risk. The BRT theory provides the platform to discuss the psychological processing of acceptance of IoT in agriculture industry by the farmers.

Practical implications

This research has unique implications as it studies the rural consumers’ behavior of innovation adoption namely IoT in agriculture. It provides the specific reasons ‘for’ and ‘against’ IoT adoption in agriculture, which will give directions to the marketers of IoT technology to develop suitable marketing strategies to improve the adoption in rural areas.

Originality/value

This research takes the first step in the direction toward deliberation of the adoption of IoT-A by farmers in an emerging Indian economy using the BRT theory, which discusses the ‘reasons for’ and ‘reasons against’ adoption in a proposed model.

Keywords

Acknowledgements

We would like to thank the respected Editor of the journal and Reviewers for guiding us at every step to improve the research manuscript.

Citation

Pillai, R. and Sivathanu, B. (2020), "Adoption of internet of things (IoT) in the agriculture industry deploying the BRT framework", Benchmarking: An International Journal, Vol. 27 No. 4, pp. 1341-1368. https://doi.org/10.1108/BIJ-08-2019-0361

Publisher

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Emerald Publishing Limited

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