Towards Digital Resilience: Formulating strategies for farmers in a digitally disruptive environment

Abstract

This study conceptualizes a digital culture strategy to fortify the resilience and competitiveness of middle-skilled farmers in Selangor, Malaysia. Utilizing a mixed-method approach, it synthesizes the Technology Acceptance Model, Theory of Planned Behaviour, and Hofstede's cultural dimensions into a rural digital framework. The research underscores a positive correlation between strategic digital culture adoption and factors like digital literacy and farming productivity, moderated by cultural dimensions. It offers actionable recommendations for policy formulation and resource allocation, enriching existing literature on technology adoption in traditional sectors.