Value Chain Digitalisation and Adoption Intention by Proactive Land Acquisition Strategy (PLAS) Farmers in the Eastern Cape Province, South Africa

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.