Abstract:
Digital technologies disrupt agricultural value chains, thereby facilitating enhanced connectivity
among various players. This contributes to the development of resilience and sustainability
within farms. This study examined behavioural factors that influence farmers’ intentions to adopt
value chain digital technologies available in South Africa. A simple random sample of 100 Eastern
Cape PLAS farms was chosen. Data was collected using a semi-structured questionnaire. The data
was analysed in R and STATA statistical packages using the unified theory of acceptance and use of
technology (UTAUT) and structural equation modelling (SEM). The results indicated a significant
relationship between performance and effort expectancy and the intention to adopt value technologies.
Furthermore, male farmers had a higher expectation of performance and effort. Prioritising
performance demonstrations and trainings on the utilisation of these technologies is crucial in efforts
to enhance their adoption. This contributes to the existing body of literature on the deployment of
value chain technologies.
