STRATEGIC AND COMMUNICATION DRIVERS OF DIGITAL PLATFORM ADOPTION IN BEEKEEPING: A UTAUT-BASED INVESTIGATION

The beekeeping sector faces challenges such as honey fraud and fragmented stakeholder communication. This study investigates the key drivers influencing beekeepers’ intention to adopt a digital platform aimed at improving traceability and communication. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), the study incorporates both standard constructs (e.g., performance expectancy, effort expectancy, social influence) and extended factors (e.g., strategic benefits, information-sharing capacity). A quantitative survey of 949 Polish beekeepers was analyzed using PLS-SEM. The findings show that adoption intentions are primarily driven by perceived usefulness, ease of use, strategic value, and communication potential, while environmental or ethical motives were not significant. The results underscore the need for platforms that offer clear business and communication value. This study extends UTAUT to agri-tech and highlights practical guidance for increasing digital adoption in traditional sectors like apiculture.