నైరూప్య

A Conceptual Framework for Technology Adoption towards Sustainability in Agro Based Industry

Sneha Kumari, Yogesh Patil

Agribusiness involves the efficient transformation of agricultural raw materials into final products with proper adoption of technologies providing form utility to the products. Eventually with time agribusiness has become more industrialized, competitive and technological in nature. The main purpose of this paper is to study the adoption of technology for sustaining agro-based industries and identifying the constructs for the development of a conceptual framework. Through extensive literature search the authors first identified diverse constructs like market demand, awareness, cost, social media and others in relation to technology adoption for sustainability of agro-based industry. These constructs were further discussed in details to formulate the conceptual framework for technology adoption. Although limited to technology adoption in agribusiness sector but the originality of this study underpins the proper identification of upcoming or new technologies for adoption in agribusiness thereby making it more sustainable.