Purpose

The disconnect between producers and consumers is a fundamental issue causing irregularities, inefficiencies and leakages in the agricultural sector, leading to detrimental impacts on all stakeholders, particularly farmers. Despite the potential benefits of Metaverse technology, including enhanced virtual representations of physical reality and more efficient and sustainable crop and livestock management, research on its impact in agriculture remains scarce. This study aims to address this gap by identifying the critical success factors (CSFs) for adopting Metaverse technology in agriculture, thereby paving the way for further exploration and implementation of innovative technologies in the agricultural sector.

Design/methodology/approach

The research employed integrated methodology to identify and prioritise critical success criteria for Metaverse adoption in the agricultural sector. By adopting a mixed-method technique, the study identified a total of 15 CSFs through a literature survey and expert consultation, focusing on agricultural and technological professionals and categorising them into three categories, namely “Technological”, “User Experience” and “Intrinsic” using Kappa statistics. Further, the study uses grey systems theory and the Ordinal Priority Approach to prioritise the CSFs based on their weights.

Findings

The study identifies 15 CSFs essential for adopting Metaverse technology in the agricultural sector. These factors are categorised into Technological, User Experience-related and Intrinsic. The findings reveal that the most important CSFs for Metaverse adoption include market accessibility, monetisation support and integration with existing systems and processes.

Practical implications

Identifying CSFs is essential for successful implementation as a business strategy, and it requires a collaborative effort from all stakeholders in the agriculture sector. The study identifies and prioritises CSFs for Metaverse adoption in the agricultural sector. Therefore, this study would be helpful to practitioners in Metaverse adoption decision-making through a prioritised list of CSFs in the agricultural sector.

Originality/value

The study contributes to the theory by integrating two established theories to identify critical factors for sustainable agriculture through Metaverse adoption. It enriches existing literature with empirical evidence specific to agriculture, particularly in emerging economies and reveals three key factor categories: technological, user experience-related and intrinsic. These categories provide a foundational lens for exploring the impact, relevance and integration of emerging technologies in the agricultural sector. The findings of this research can help policymakers, farmers and technology providers encourage adopting Metaverse technology in agriculture, ultimately contributing to the development of environment-friendly agriculture practices.

中文翻译：

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收获成功：元宇宙在农业领域的采用作为可持续的商业战略

 目的

生产者和消费者之间的脱节是一个根本问题，导致农业部门出现违规、低效和泄漏，对所有利益相关者，尤其是农民造成不利影响。尽管 Metaverse 技术具有潜在的好处，包括增强物理现实的虚拟表示以及更高效和可持续的作物和牲畜管理，但关于其对农业影响的研究仍然很少。本研究旨在通过确定在农业中采用元宇宙技术的关键成功因素 （CSF） 来解决这一差距，从而为农业部门进一步探索和实施创新技术铺平道路。

设计/方法/方法

该研究采用综合方法来确定农业部门采用元宇宙的关键成功标准并确定其优先级。通过采用混合方法技术，该研究通过文献调查和专家咨询确定了总共 15 种 CSF，重点关注农业和技术专业人士，并使用 Kappa 统计数据将它们分为三类，即“技术”、“用户体验”和“内在”。此外，该研究使用灰色系统理论和序数优先方法根据 CSF 的权重来确定 CSF 的优先级。

 发现

该研究确定了 15 种对在农业部门采用 Metaverse 技术至关重要的 CSF。这些因素分为技术、用户体验相关和内在。研究结果表明，元界采用最重要的 CSF 包括市场准入、货币化支持以及与现有系统和流程的集成。

 实际意义

确定 CSF 对于作为商业战略成功实施至关重要，它需要农业部门所有利益相关者的共同努力。该研究确定了 CSF 并优先考虑 CSF 在农业部门采用 Metaverse。因此，这项研究将通过农业部门的 CSF 优先列表来帮助 Metaverse 采用决策的从业者。

 原创性/价值

该研究通过整合两个既定的理论来确定通过 Metaverse 采用实现可持续农业的关键因素，从而为该理论做出了贡献。它通过特定于农业的经验证据丰富了现有文献，特别是在新兴经济体，并揭示了三个关键因素类别：技术、用户体验相关和内在因素。这些类别为探索新兴技术在农业部门的影响、相关性和整合提供了一个基础视角。这项研究的结果可以帮助政策制定者、农民和技术提供者鼓励在农业中采用 Metaverse 技术，最终为环境友好型农业实践的发展做出贡献。