Author(s): Ganesh Kumar C, Meenakshi Sundaresan and Nitish Kumar Singh
The purpose of this paper is to investigate the factors that drive Farmer Producer Organisation (FPO)’s willingness to utilise fourth industrial revolution technologies (4IRT). A survey on hundred FPOs heads in India was conducted to examine the adoption attitude towards 4IRT using integrated model of Technology Acceptance Model (TAM), Diffusion of Innovation Theory (DoI) and Unified Theory of Acceptance and Use of Technology (UTAUT). The structural equation modelling (SEM) technique is applied using SmartPLS 3.0. Our study results shows that 4IRT adoption will increase value chain and business performance of FPO, Behavioural Intention is the key to increase 4IRT adoption. Policy makers can take care of usefulness and prices value of 4IRT for FPOs. To increase behaviour intention among FPO members, training programs and promoting rental model of agritech would help. This research studies FPOs adoption of 4IR technology in agribusiness. The study motivates agritech managers to address FPOs who are in need to upgrade technology and provide constant support to FPOs until FPO’s employees become familiar with technology.