Does the belief of farmers on land as God influence the adoption of smart farming technologies?

PurposeArtificial Intelligence-based smart farming technologies have brought impressive changes in farming. This paper aims at exploring the farmers’ intention to adopt smart farming technologies (SFT). Also, the authors intend to know how far the belief of farmers on land as God influences their decision to adopt SFT.Design/methodology/approachThe data were gathered from 500 farmers chosen purposively. A well-crafted survey instrument was employed to amass data from farmers for measuring their adoption of SFT. As the authors sought to measure the farmers’ behavioural intention (BI) towards the adoption of SFT, the technology acceptance model developed by Davis (1989) came in handy, including perceived usefulness (PU), perceived ease of use (PEU) and BI. The authors have adopted this model as it was considered a superior model. The items on the attitude of confidence (AC) were adapted from Adrian et al. (2005). Survey instruments of Thompson and Higgins (1991) and Compeau and Higgins (1995) were also referred to finalize the statements relating to attitude towards use. Moreover, the authors developed items relating to the perceived belief of land as God based on frequent interaction with the farmers.FindingsThe study results divulged that attitude to use (AU) is directly influenced by the rural farmers’ PU, PEU and AC. Similarly, this investigation has observed behaviour intention directly influenced by the AU of farmers. It is observed that AU was the most influential variable, which ultimately influenced the BI to use SFT.Research limitations/implicationsThis study has an important limitation in the form of representing only the culture, belief and value system of farmers in India.Practical implicationsThe outcome of this study will facilitate the policymakers to draw suitable policy measures keeping the sensitivities of the farmers in mind in their technology adoption drive. The agricultural officers can encourage farmers to take logical decisions by supplying adequate information in a time-bound manner. Marketers can make suitable adjustments in their sales and promotion activities that focus on farmers.Social implicationsThe belief of farmers on land as God has a small yet unmissable influence on farmers’ AU and BI in their technology adoption decision. Based on the above evidence, the authors recommend that marketers fine-tune their product design, product packaging and promotional activities keeping the belief and sensitivities of farmers at the core of their marketing campaign.Originality/valueThis article provides original insights by demonstrating the positive influence of PU, PEU and AC on technology adoption by farmers. This research is the first of a kind linking the belief of farmers on land as God with smart farming technology adoption in farming.