Sustainable food security is a critical global concern and an urgent priority in developing countries such as Iran. Digital agricultural technologies (DAT) represent significant solutions in this regard, yet their adoptions and development in Iran face limitations. Theoretical studies have underscored the importance of ethical commitments in the adoption process. This study aims to investigate whether ethical commitments regarding food security can influence the intention to adopt digital technologies by farmers. The study employed the Norm Activation Model and integrated two additional components, namely perceived risk and social capital. We applied this framework to examine research works on farmers of Kermanshah Province in the west of Iran, using survey data (sample n = 384). Data analyses were done through structural equation modeling (SEM). Based on the results, the developed Norm Activation Model can be used to predict the adoption intention of DAT by farmers; with the model explaining 65% of total variance. Feeling guilt exhibited the highest direct effect, followed by feeling proud. Furthermore, ethical norms had a direct and indirect impact on intention through the mediating variables of feeling proud and Feeling guilt. The findings of this study contribute to facilitating innovation adoption strategies. It is recommended that, in order to facilitate and stabilize farmers' adoption of innovation, their sense of guilt should first be aroused. After stimulating the farmers' sense of pride toward the adoption; emphasis should be placed on ethical commitments. Ultimately, the introduction of technology and the facilitation of infrastructure should be pursued.

Digital agricultural technologies, with their proven potential to enhance productivity, resilience, and resource efficiency, play a key role in achieving food security and sustainable development. However, the adoption of these technologies in developing countries like Iran faces a significant limitation. Focusing on the existing knowledge gap. This study investigates the individual and social determinants of digital technology adoption among Iranian farmers by integrating the Theory of Planned Behavior and the Technology Acceptance Model. We apply this framework to targeted research with farmers of Kermanshah Province in western Iran, using survey data (sample n = 384) analyzed through structural equation modeling. Based on the results, the integrated model demonstrated strong explanatory power. Attitude and perceived behavioral control emerged as the strongest predictors of adoption intention, with attitude itself being largely shaped by perceived usefulness and ease of use. Contrary to expectations, subjective norm exerted no significant direct effect on intention, nor was it influenced by perceived usefulness. These findings reveal that the adoption process in this context is driven primarily by individual assessments of utility and feasibility rather than social pressures. This suggests a critical need to adapt classic adoption frameworks when applied to settings with weaker social capital or less cohesive institutional structures. Consequently, extension strategies should pivot from normative campaigns to approaches that emphasize personalized financial incentives, risk mitigation guarantees, and user-centric technology design.