Toward sustainable agrientrepreneurship: behavioral drivers of AI adoption among rural agrientrepreneurs in emerging economies
Journal
Journal of Enterprising Communities: People and Places in the Global Economy
Publisher
Emerald
Date Issued
2026-02-12
Author(s)
Polas, Mohammad Rashed Hasan
Afshar Jahanshahi, Asghar
Islam, Mohammad Ekramol
Falahat, Mohammad
Raju, Valliappan
Upoma, Khan Shariya Hasan
Type
text::journal::journal article
Abstract
Purpose
This study aims to investigate the behavioral drivers influencing rural family business agrientrepreneurs’ intention to adopt artificial intelligence (AI) for sustainable agrientrepreneurship, addressing a significant gap in understanding technology adoption in resource-constrained and emerging economies.
Design/methodology/approach
Using a positivist approach with hypothetical deductive observation, data from 392 rural Bangladeshi family business entrepreneurs were analyzed using Smart PLS 4.0 (SEM) and SPSS V25.
Findings
The findings reveal that innovativeness significantly and positively influences attitude and risk-taking behavior; relative advantage significantly and positively impacts the intention to adopt AI and influence attitude and risk-taking behavior; attitude mediates the relationship between innovativeness and relative advantage on AI adoption; and risk-taking behavior mediates the relationship between relative advantage and AI adoption, although it does not mediate the link between innovativeness and intention to adopt AI.
Originality/value
This study provides one of the few empirical insights into AI adoption among rural family business agrientrepreneurs. The study offers a framework for leveraging AI to improve food security and foster sustainable agricultural ecosystems. By extending behavioral models (theory of planned behavior, technology acceptance model and IDT) to this underexplored population and content, the study advances both theoretical understanding and practical strategies for promoting sustainable agri-tech adoption in emerging economies. It thereby contributes to achieving the sustainable development goals related to agriculture and food security.
This study aims to investigate the behavioral drivers influencing rural family business agrientrepreneurs’ intention to adopt artificial intelligence (AI) for sustainable agrientrepreneurship, addressing a significant gap in understanding technology adoption in resource-constrained and emerging economies.
Design/methodology/approach
Using a positivist approach with hypothetical deductive observation, data from 392 rural Bangladeshi family business entrepreneurs were analyzed using Smart PLS 4.0 (SEM) and SPSS V25.
Findings
The findings reveal that innovativeness significantly and positively influences attitude and risk-taking behavior; relative advantage significantly and positively impacts the intention to adopt AI and influence attitude and risk-taking behavior; attitude mediates the relationship between innovativeness and relative advantage on AI adoption; and risk-taking behavior mediates the relationship between relative advantage and AI adoption, although it does not mediate the link between innovativeness and intention to adopt AI.
Originality/value
This study provides one of the few empirical insights into AI adoption among rural family business agrientrepreneurs. The study offers a framework for leveraging AI to improve food security and foster sustainable agricultural ecosystems. By extending behavioral models (theory of planned behavior, technology acceptance model and IDT) to this underexplored population and content, the study advances both theoretical understanding and practical strategies for promoting sustainable agri-tech adoption in emerging economies. It thereby contributes to achieving the sustainable development goals related to agriculture and food security.