Commercialization of Technologies in the Indian Agriculture Sector: A Study on Farmers Acceptance Level

Johnpaul M

Department of Management Studies, Central University of Kerala, Kasargod, Kerala, India.

Corresponding Author E-mail:johnpaul@cukerala.ac.in

DOI : http://dx.doi.org/10.12944/CARJ.12.3.17

Abstract:

This research examines how farmers in the Indian agricultural sector embrace the new technologies. The study dives into the factors that influence adoption, assesses the consequences on livelihoods and productivity, and makes recommendations for decreasing barriers to incorporating technology into farming practices. There is very little research available in this field. When comparing Scopus data, only twelve publications are technology-related, and one file aims to explore TAM in a nation like India with vast majority engaging the farming sector. To assess small- and medium-sized peasants' intentions to embrace agricultural technology, the current study uses 750 sample data points. This study employs indigenous factors to explore fundamental TAM and exogenous variables inspired by the 4A's of marketing to evaluate their impact on technology adoption. The third stage of the research study additionally looked at the moderating effects of education, landholding size, and area of residence on the link between TAM and actual usage that would result in commercialization of Technologies in Indian agriculture at bottom line. The researcher utilized SPSS-25 and PLS-SEM to analyze the data.

Keywords:

Commercialization; Exogenous Variables; Peasants; PLS SEM; Technology Acceptance Model (TAM)

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