Evaluating Brazilian Agriculturalists’ IoT Smart Agriculture Adoption Barriers: Understanding Stakeholder Salience Prior to Launching an Innovation

Abstract

The study sought to: (1) evaluate agriculturalists’ characteristics as adopters of IoT smart agriculture technologies, (2) evaluate traits fostering innovation adoption, (3) evaluate the cycle of IoT smart agriculture adoption, and, lastly, (4) discern attributes and barriers of information communication. Researchers utilized a survey design to develop an instrument composed of eight adoption constructs and one personal characteristic construct and distributed it to agriculturalists at an agricultural exposition in Rio Grande do Sul. Three-hundred-forty-four (n = 344) agriculturalists responded to the data collection instrument. Adopter characteristics of agriculturalists were educated, higher consciousness of social status, larger understanding of technology use, and more likely identified as opinion leaders in communities. Innovation traits advantageous to IoT adoption regarding smart agriculture innovations were: (a) simplistic, (b) easily communicated to a targeted audience, (c) socially accepted, and (d) larger degrees of functionality. Smart agriculture innovation’s elevated levels of observability and compatibility coupled with the innovation’s low complexity were the diffusion elements predicting agriculturalists’ adoption. Agriculturalists’ beliefs in barriers to adopting IoT innovations were excessive complexity and minimal compatibility. Practitioners or change agents should promote IoT smart agriculture technologies to opinion leaders, reduce the innovation’s complexity, and amplify educational opportunities for technologies. The existing sum of IoT smart agriculture adoption literature with stakeholders and actors is descriptive and limited, which constitutes this inquiry as unique.