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has been cited by the following article:

• TITLE: Factors That Hinder the Small Agriculture Sector from Implementing Electrification Technology

  AUTHORS: Dwight D. Gatlin

  KEYWORDS: Agriculture, Electrification, Marketing, Stakeholder, Sustainability, Decarbonization, Generation Z

  JOURNAL NAME: Open Journal of Business and Management, Vol.13 No.2, March 14, 2025

  ABSTRACT: Grounded in stakeholder theory, this study analyzes the obstacles and prospects associated with implementing electrification technologies in the Small-Ag sector of the agricultural and heavy construction machinery industries. This study emphasized attaining net zero carbon emissions by the mid-21st century. Obstacles preventing the adoption of technologies in the Small-Ag sector include insufficient regulations, infrastructure, and market preparedness, which impede widespread adoption. This study is significant for marketing acumen in aligning projects with consumer and regulatory requirements, particularly emphasizing the environmentally aware Generation Z, a substantial market sector. This study included a single case study to examine the consequences of inadequate electrification uptake on market share and sustainability efforts. Data obtained from interviews enables a thorough comprehension of stakeholder viewpoints. The findings highlight the imperative for strategic business model innovation to improve brand awareness and address the changing expectations of discriminating consumers. The study includes significant insights into how the electrification of agriculture and machinery might enhance environmental sustainability and promote market competitiveness.