The Implication of Modern Technology in Business Farming: Influence and Challenges

The beginning of modern technology has significantly transformed various sectors worldwide, including agriculture. This transformation, often called the “Third Green Revolution†or “AgTech,†has introduced innovative technologies into farming practices to increase productivity, efficiency, and sustainability. This study investigated the influence of modern technology on farming efficiency, productivity, and sustainability, as well as the challenges faced in adopting it. It was grounded in the Technology Acceptance Model (TAM) by Davis (1986) and the Resource- Based View (RBV) by Barney (1991). These frameworks guided the investigation into farmers’ acceptance and use of modern technology in agribusiness. The study employed a quantitative descriptive research design and used a researcher-made questionnaire validated by experts. The respondents of the study were primarily the 100 farmers located in Barangay Tugaya, Guinoyuran, and Dagat-Kidavao in Valencia City, Bukidnon. The findings reveal that the respondents had a balanced sex distribution and a wide range of ages, farming experience, educational attainment, and sources of income. The physical resources available to these farmers, such as modern technological tools, played a crucial role in their farming practices and overall productivity. Modern technology has significantly improved farming practices, enhancing efficiency, increasing productivity, and promoting sustainable practices. There was no significant difference in the level of influence of the technological tools and the level of modern technology challenges, suggesting that factors in farming productivity, efficiency, and sustainability play a significant role in farming. The results recommend to various government agencies continuous research and development support, fund technology adoption programs, and facilitate partnerships between technology providers and farmers.