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Planned behavior, social networks, and perceived risks: Understanding farmers' behavior toward precision dairy
Haseeb Ahmed1, Lisa Ekman2, Nina Lind3
1Inclusive Rural Transformation and Gender Equality Division, Food and Agriculture Organization of the United Nations, 00153 Rome, Italy.
Journal of Dairy Science
|December 15, 2023
Summary
This study introduces a socio-psychological model for adopting precision dairy tools (PDT) and automatic milking systems (AMS). Perceived control and social networks positively influence adoption, while perceived risks hinder it, highlighting the need for farmer support.
Area of Science:
- Agricultural Technology
- Socio-psychology
- Farm Management
Background:
- Precision dairy tools (PDT) offer valuable data for farm management, but adoption is influenced by socio-psychological factors beyond economics.
- Existing research extensively covers the economic benefits of PDT, yet neglects the socio-psychological drivers and barriers to their adoption.
Purpose of the Study:
- To propose and test a socio-psychological model for the adoption of precision dairy tools (PDT) and automatic milking systems (AMS).
- To investigate the influence of cognitive constructs, perceived risks, and social networks on technology adoption in dairy farming.
Main Methods:
- Developed a model based on the theory of planned behavior, incorporating cognitive constructs, perceived risks, and social networks.
- Utilized a generalized structural equation model to test hypotheses on the adoption of automatic milking systems (AMS) and associated precision dairy tools (PDT).
Main Results:
- Technology adoption is primarily driven by intention, with attitudes, perceived control, and subjective norms influencing intention.
- Perceived control significantly impacts AMS and PDT adoption (0.19 probability increase), more so than subjective norms (0.05 probability increase).
- Social networks boost adoption probability (0.10 for PDT), while perceived risks decrease it (0.16 for PDT) by negatively affecting attitudes and intentions.
Conclusions:
- Enhancing farmers' perceived control and confidence is crucial for increasing the adoption of advanced dairy technologies.
- Integrating farmers into knowledge-sharing networks and mitigating perceived risks are key strategies to improve the uptake of precision dairy tools and AMS.
- The study underscores the importance of addressing psychological factors, alongside economic considerations, for successful technology implementation in dairy farming.
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