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Abstract
One of the most defining megatrends of our time is digitalization, which is also appearing in sectors that are at the forefront and have difficulty adapting to new technologies. Digitalization holds new opportunities for agriculture, solving problems caused by extreme weather conditions, feeding a growing population and geopolitical conflicts. Technology can be used to increase productivity and promote sustainable agriculture. Businesses that lag behind in digital transformation may be at a serious competitive disadvantage. Agriculture plays a prominent role in Békés County, which faces numerous opportunities and challenges due to digitalization. The research seeks to answer what motivational and hindering factors can be identified among agricultural businesses during the introduction of digitalization. According to the literature, higher profitability is typically the most motivating factor, while the lack of secure data storage is the most hindering factor during digital transformation. However, a questionnaire survey of the enterprises of the Békés County Agricultural Association, which has a history of several decades, highlights that efficiency-promoting factors, such as reducing production costs and increasing yields, are much more motivating, and that problems related to applicability are the ones that most hinder enterprises in Békés County in the digital transition. Based on interviews with the Association's representatives, it turns out that these characteristics mainly stem from the duality of the territory, the duration of land leases and the generational change.