Leveraging Artificial Intelligence and Cultural Dynamics for Sustainable Rubber Farming
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This paper explores the impact of artificial intelligence and cultural factors on rubber farming, focusing on sustainability. The study variables include Technological Advancement, Artificial Intelligence, Satisfaction, Culture, Perceived Value, and Sustainability. The study adopted a quantitative survey research design. A questionnaire was used to elicit responses from 407 rubber farmers in Thailand. The results were analyzed using structural equation modeling. The findings indicated that technological advancement positively and significantly impacts sustainability, supporting the hypothesis that adopting advanced technologies contributes to sustainable practices. This suggests that incorporating technological innovations can improve rubber farming efficiency, resource utilization, and environmental outcomes. Also, the study found that artificial intelligence does not significantly impact sustainability. Contrarily, culture was found to have a significant positive effect on sustainability. This result highlights the importance of cultural factors, including traditional knowledge and local practices, in shaping sustainable approaches to rubber farming. Acknowledging and integrating cultural values and practices into sustainable strategies can lead to more contextually relevant and socially accepted solutions. While technology advancement and culture significantly impacted sustainability, artificial intelligence, and satisfaction did not exhibit significant direct effects. However, the mediating effects of culture, technology advancement, and artificial intelligence suggest that these factors can enhance the relationship between satisfaction, perceived value, and sustainability in rubber farming. These findings contribute to a better understanding of the complex interplay between different variables and sustainability outcomes, providing valuable insights for practitioners, policymakers, and researchers aiming to promote sustainability in the rubber farming industry.
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