1- Imam Reza International University
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Extended Abstract
Introduction and Objectives: In the contemporary era, sustainable agriculture has emerged as a critical domain for addressing global challenges such as rapid population growth, climate change, and increasing pressure on natural resources. Projections indicate that by 2050 the global food system will need to meet the demands of a population exceeding nine billion while simultaneously achieving substantial reductions in greenhouse gas emissions. In this context, sustainable agricultural startups—by leveraging emerging technologies—have the potential to enhance productivity, optimize resource use, and strengthen the resilience of food systems. However, the success of these ventures depends not only on technological capability but also on the psychological attributes of entrepreneurs. Entrepreneurial motivation, as a combination of intrinsic and extrinsic drivers, stimulates individuals to pursue innovation, while entrepreneurial self‑efficacy—defined as a strong belief in one’s capability to manage uncertainty and solve complex problems—transforms this motivation into sustained entrepreneurial action. The adoption of emerging technologies, in turn, serves as a crucial bridge linking these psychological factors to the success of sustainable agricultural startups. This study focuses on sustainable agricultural startups in the city of Mashhad and investigates their strategic transition toward the adoption of emerging technologies. Global evidence suggests that conventional agriculture accounts for approximately 24% of anthropogenic greenhouse gas emissions and nearly 70% of global freshwater withdrawals, highlighting the urgent need for more innovative and sustainable agricultural models. In Iran, the agricultural sector contributes about 13.9% to the national GDP and employs nearly 18% of the workforce; nevertheless, its productivity remains about 42% lower than the average of OECD countries. Sustainable agricultural startups can play a key role in narrowing this gap, yet their success requires a deeper understanding of the causal relationships among entrepreneurial motivation, entrepreneurial self‑efficacy, and the adoption of emerging technologies. Accordingly, the primary objective of this research is to develop and empirically test a novel conceptual framework termed the Entrepreneurial Technology Adoption Model (ETAM). The model conceptualizes entrepreneurial motivation as a fundamental antecedent for the development of entrepreneurial self‑efficacy and positions technology adoption as a central mediating mechanism through which these factors contribute to the success of sustainable agricultural startups. Unlike prior frameworks that have examined psychological determinants in isolation, the proposed model emphasizes their dynamic interaction within challenging contexts and developing economies such as Iran. Beyond its theoretical contribution, this study also provides practical insights for policymakers by offering an evidence‑based foundation for designing support programs and allocating development resources to technology‑driven agricultural startups, thereby facilitating sustainable innovation in the agricultural sector.
Materials and Methods: This study is applied in purpose and descriptive-correlational in execution method, employing a causal and field-based approach. The methodology is grounded in a quantitative approach and partial least squares structural equation modeling (PLS-SEM), which is suitable for analyzing complex relationships in moderate-sized samples. The statistical population consisted of founders, managers, and key personnel of sustainable and technology-oriented agricultural startups active in Mashhad (approximately 250 individuals). The sample size was estimated at 152 participants based on the Krejcie and Morgan table. Considering the specialized nature of the population and access limitations, 135 valid questionnaires were collected through non-probability purposive sampling, selecting eligible and accessible respondents via both in-person and online distribution. The data collection instrument was an adapted questionnaire from reliable sources (such as the scales by Van den Broeck et al. for entrepreneurial motivation, Bandura for self-efficacy, standard models for technology adoption, and performance indicators like market share, customer satisfaction, and innovation for startup success). Its validity was confirmed through content and face validity, and reliability was established using Cronbach's alpha. Data analysis was performed using SmartPLS 4 software, with the model evaluated in two stages: measurement and structural.
Results: Data analysis reveals that entrepreneurial motivation has a positive and significant impact on entrepreneurial self-efficacy (β=0.843, p<0.001), and this self-efficacy directly enhances startup success (β=0.236, p<0.01). Furthermore, entrepreneurial motivation strengthens the adoption of emerging technologies (β=0.865, p<0.001), and technology adoption plays a significant mediating role between entrepreneurial motivation and the success of agricultural startups (β=0.454, p<0.001). The coefficient of determination (R²) for success was 0.831, indicating the model's high explanatory power. The findings demonstrate that technology adoption exerts the strongest direct effect on success, while motivation primarily operates through mediators. Overall, entrepreneurial motivation bolsters the adoption of emerging technologies, entrepreneurial self-efficacy enhances entrepreneurs' ability to adapt to technological advancements and solve complex problems, and technology adoption serves as the linking mechanism between motivation and agricultural startup success. These results align with both global and domestic studies and underscore the importance of psychological factors in adopting emerging technologies within constrained and sanctioned contexts like Iran.
Conclusion:This research demonstrates that entrepreneurial motivation, self-efficacy, and technology adoption form a dynamic chain for the success of sustainable agricultural startups. Motivation, as the initial driver, strengthens self-efficacy and accelerates technology adoption, ultimately leading to improved performance such as increased market share and customer satisfaction. From a practical perspective, startup managers can enhance motivation and self-efficacy through targeted training programs, such as technology simulation workshops. At the policy level, providing digital infrastructure, subsidies, and support networks can facilitate the adoption of emerging technologies. Thus, targeted education and supportive policies can reinforce motivational drivers and self-efficacy, smooth the path for the development of innovative and resilient startups, and serve as a scientific foundation for future policymaking aimed at bolstering innovation and sustainable agriculture—recognizing that psychological empowerment is as vital as technological innovation.
Introduction and Objectives: In the contemporary era, sustainable agriculture has emerged as a critical domain for addressing global challenges such as rapid population growth, climate change, and increasing pressure on natural resources. Projections indicate that by 2050 the global food system will need to meet the demands of a population exceeding nine billion while simultaneously achieving substantial reductions in greenhouse gas emissions. In this context, sustainable agricultural startups—by leveraging emerging technologies—have the potential to enhance productivity, optimize resource use, and strengthen the resilience of food systems. However, the success of these ventures depends not only on technological capability but also on the psychological attributes of entrepreneurs. Entrepreneurial motivation, as a combination of intrinsic and extrinsic drivers, stimulates individuals to pursue innovation, while entrepreneurial self‑efficacy—defined as a strong belief in one’s capability to manage uncertainty and solve complex problems—transforms this motivation into sustained entrepreneurial action. The adoption of emerging technologies, in turn, serves as a crucial bridge linking these psychological factors to the success of sustainable agricultural startups. This study focuses on sustainable agricultural startups in the city of Mashhad and investigates their strategic transition toward the adoption of emerging technologies. Global evidence suggests that conventional agriculture accounts for approximately 24% of anthropogenic greenhouse gas emissions and nearly 70% of global freshwater withdrawals, highlighting the urgent need for more innovative and sustainable agricultural models. In Iran, the agricultural sector contributes about 13.9% to the national GDP and employs nearly 18% of the workforce; nevertheless, its productivity remains about 42% lower than the average of OECD countries. Sustainable agricultural startups can play a key role in narrowing this gap, yet their success requires a deeper understanding of the causal relationships among entrepreneurial motivation, entrepreneurial self‑efficacy, and the adoption of emerging technologies. Accordingly, the primary objective of this research is to develop and empirically test a novel conceptual framework termed the Entrepreneurial Technology Adoption Model (ETAM). The model conceptualizes entrepreneurial motivation as a fundamental antecedent for the development of entrepreneurial self‑efficacy and positions technology adoption as a central mediating mechanism through which these factors contribute to the success of sustainable agricultural startups. Unlike prior frameworks that have examined psychological determinants in isolation, the proposed model emphasizes their dynamic interaction within challenging contexts and developing economies such as Iran. Beyond its theoretical contribution, this study also provides practical insights for policymakers by offering an evidence‑based foundation for designing support programs and allocating development resources to technology‑driven agricultural startups, thereby facilitating sustainable innovation in the agricultural sector.
Materials and Methods: This study is applied in purpose and descriptive-correlational in execution method, employing a causal and field-based approach. The methodology is grounded in a quantitative approach and partial least squares structural equation modeling (PLS-SEM), which is suitable for analyzing complex relationships in moderate-sized samples. The statistical population consisted of founders, managers, and key personnel of sustainable and technology-oriented agricultural startups active in Mashhad (approximately 250 individuals). The sample size was estimated at 152 participants based on the Krejcie and Morgan table. Considering the specialized nature of the population and access limitations, 135 valid questionnaires were collected through non-probability purposive sampling, selecting eligible and accessible respondents via both in-person and online distribution. The data collection instrument was an adapted questionnaire from reliable sources (such as the scales by Van den Broeck et al. for entrepreneurial motivation, Bandura for self-efficacy, standard models for technology adoption, and performance indicators like market share, customer satisfaction, and innovation for startup success). Its validity was confirmed through content and face validity, and reliability was established using Cronbach's alpha. Data analysis was performed using SmartPLS 4 software, with the model evaluated in two stages: measurement and structural.
Results: Data analysis reveals that entrepreneurial motivation has a positive and significant impact on entrepreneurial self-efficacy (β=0.843, p<0.001), and this self-efficacy directly enhances startup success (β=0.236, p<0.01). Furthermore, entrepreneurial motivation strengthens the adoption of emerging technologies (β=0.865, p<0.001), and technology adoption plays a significant mediating role between entrepreneurial motivation and the success of agricultural startups (β=0.454, p<0.001). The coefficient of determination (R²) for success was 0.831, indicating the model's high explanatory power. The findings demonstrate that technology adoption exerts the strongest direct effect on success, while motivation primarily operates through mediators. Overall, entrepreneurial motivation bolsters the adoption of emerging technologies, entrepreneurial self-efficacy enhances entrepreneurs' ability to adapt to technological advancements and solve complex problems, and technology adoption serves as the linking mechanism between motivation and agricultural startup success. These results align with both global and domestic studies and underscore the importance of psychological factors in adopting emerging technologies within constrained and sanctioned contexts like Iran.
Conclusion:This research demonstrates that entrepreneurial motivation, self-efficacy, and technology adoption form a dynamic chain for the success of sustainable agricultural startups. Motivation, as the initial driver, strengthens self-efficacy and accelerates technology adoption, ultimately leading to improved performance such as increased market share and customer satisfaction. From a practical perspective, startup managers can enhance motivation and self-efficacy through targeted training programs, such as technology simulation workshops. At the policy level, providing digital infrastructure, subsidies, and support networks can facilitate the adoption of emerging technologies. Thus, targeted education and supportive policies can reinforce motivational drivers and self-efficacy, smooth the path for the development of innovative and resilient startups, and serve as a scientific foundation for future policymaking aimed at bolstering innovation and sustainable agriculture—recognizing that psychological empowerment is as vital as technological innovation.
Keywords: Entrepreneurial motivation, entrepreneurial self-efficacy, emerging technologies, sustainable agriculture, technology adoption, agricultural startups
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