Purpose

The adoption of the Internet of Things (IoT) technology in the agricultural sector has enormous potential for improving productivity, efficiency, and sustainability. Understanding the predictors affecting the acceptance of IoT-enabled agricultural systems (IAS) is crucial for policymakers, researchers, and industry practitioners.

Methods

This study adopted a cross-sectional design, collected quantitative data from 458 agro-entrepreneurs through structured interviews during July 2022, and applied partial least squares structural equation modeling for data analysis.

Results

The findings revealed that perceived need for IAS (β=0.187) and tolerance of diversity (β=0.166) positively linked with the attitude towards IAS, whereas attitude towards IAS (β=0.262), knowledge about IAS (β=0.309), industry influence (β=0.223), and IoT compatibility (β=0.274) have a positive effect on agroentrepreneurs’ intentions to adopt IAS at the 1% level of significance. Finally, the intention to adopt IAS shows a positive effect (β=0.442) on the adoption of IAS among the Chinese agro-entrepreneurs at the 1% level of significance. Using a multigroup analysis, this study also examined the associations based on the respondents’ age, gender, education level, land size, and monthly income.

Conclusion

This study establishes its originality by examining the relationship between original constructs derived from the theory of planned behavior and contextual factors, such as perceived need, industry influence, tolerance of diversity, innovativeness, knowledge, and compatibility, and investigating the relevant factors, thereby enhancing the comprehension of technology adoption processes in the agricultural sector. The results provide guidance to policymakers and professionals in formulating approaches to encourage the use of IoT in agriculture, supporting the objectives of the "Agriculture 4.0 Policy" and "Digital Rural Development Strategy" in China, and promoting sustainable development goals (SDG 13).