Digital literacy and social influence in agricultural innovation: a study from Rajasthan’s farmers

Digital transformation in agriculture has great potential to boost agricultural productivity and improve rural livelihoods. However, many farmers in developing countries have not widely adopted digital agricultural technologies. Therefore, this study examines the role of digital literacy and social influence in promoting the adoption of digital technologies among farmers in various districts of Rajasthan, India. Data from an offline survey of 215 farmers across 12 districts were collected. Multiple regression, binary logistic regression, Pearson’s correlation, and t-tests were applied to analyse it. The results demonstrated that digital literacy and social influence were prime factors in promoting the adoption of digital agricultural technologies. These results show that adopting digital technology depends not just on access to it but also on farmers’ skills and the support found within rural social networks. The study provides valuable evidence for designing inclusive digital agriculture strategies that combine the development of digital skills with community-based outreach.