Nowadays, the agro-food industry is facing complicated challenges, because markets are moving fast, competition is growing and the products and production is also complex. However, there are many issues and obstacles arise mainly in the supply chain of this industry. The transformation in organization is very essential for the practitioners to keep them compete and sustain in the business field. One of the measures to allow small and medium-sized industries (SMIs) to respond to the uncertainties is by the agricultural modernization through the adoption of technology and innovation. Therefore, the study was undertaken as a conceptual framework for AR4.0 adoption from the view point of pull and push factor supported by extensive literature review. The assessment of pull and push factor is dependent on the strategy, technology readiness, organisation support, people, environment, food security, food integrity, food safety, food waste and food availability. The findings of this study are useful to SMIs owners and also to the government to bridge an initiative to the adoption of Agricultural Revolution 4.0 (AR4.0) and the understanding of emerging concepts in AR4.0. This study is expected to add to current knowledge and spark thoughts among intellectuals, thereby paving the path for future experimental research.

Keywords

Pull Factor, Push Factor, Agricultural Revolution 4.0 (AR4.0), Malaysia, SMIs