14 pages., via online journal., Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand the underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value barrier shared a negative association with purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have a direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on the level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.
Dan, Viorela (author), Osterheider, Angela (author), Raupp, Juliana (author), and Department of Communication Studies and Media Research, Ludwig Maximilian University of Munich, Oettingenstrße
Format:
Online journal article
Publication Date:
2018-12-22
Published:
[place of publication not identified]: SAGE Publishing
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D10124
34 pages., via online journal, he use of antibiotics in agriculture contributes to antimicrobial resistance. We surveyed German farmers (n = 336) on their intention to adopt alternative antimicrobial agents (AAA) and used the diffusion of innovations approach as a theoretical guide. (1) Farmers’ views regarding the relative advantage and complexity of AAA, (2) their use of and trust in information sources and channels, and (3) various individual and organizational characteristics were entered as predictors in two explorative models. While farmers’ intention to adopt AAA was generally very high, selected variables in all three categories predicted variations in the intensity of the adoption intention.
Munthali, Nyamwaya (author), Leeuwis, Cees (author), Van Paassen, Annemarie (author), Lie, Rico (author), Asare, Richard (author), Van Lammeren, Ron (author), and Schut, Marc (author)
Format:
Online journal article
Publication Date:
2018-11
Published:
Science Direct
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10421
13 pages., Via online journal., Agricultural extension in sub-Saharan Africa has often been criticised for its focus on linear knowledge transfer, and limited attention to systemic approaches to service delivery. Currently, the region is experiencing a new-ICT revolution and there are high expectations of new-ICTs to enhance interaction and information exchange in extension service delivery. Using an innovation systems perspective, we distinguish the roles demand-articulation, matching demand and supply, and innovation process management for innovation-intermediaries. The study explores literature on how new-ICT may support these roles, with specific interest in the possibilities of environmental monitoring and new forms of organisation enabled by enhanced connectivity. In order to contribute to the understanding of this area, the paper reports on a comparative study of two new-ICT platforms embedded in Ghanaian public and private extension organisations respectively. We assess the roles that these platforms (aim to) support, and document achievements and constraints based on interviews with extension staff and farmers. The findings indicate that while both platforms aim to support innovation-intermediation roles the focus areas and level of detail differ due to diverging organisational rationales to service delivery. In addition, we see that new-ICTs' potential to support innovation-intermediation roles is far from realised. This is not due to (new) ICTs lacking the capacity to link people in new ways and make information accessible, but due to the wider social, organisational and institutional factors that define the realisation of their potential. Therefore, more conventional modes of interaction around production advice and also credit provision continue to be dominant and better adapted to the situation. However, beyond the two platforms that were developed specifically by and for the extension organisations, there were indications that more informal and self-organised new-ICT initiatives can transform and enhance interaction patterns in innovations systems to achieve collective goals through standard virtual platforms such as WhatsApp and Telegram.
7 pages., As the information revolution sweeps through the agricultural sector, extension professionals may be lagging behind their clients in the use of information and communication technology (ICT) such as social media, which could be a valuable tool for outreach and education. We surveyed sustainable agriculture stakeholders in California - extension professionals, county agricultural commissioners, and members of farm bureaus and producer groups - to measure their ICT behavior and attitudes. Drawing on diffusion of innovation theory, we characterized the innovation attributes of ICT that may influence the adoption and use of new technology among extension professionals. We also studied their demographic characteristics to establish whether there was a connection with ICT use. The main perceived benefit of ICT was that it can quickly reach larger, more diverse and more distant audiences. The perceived challenges included lack of professional support, the potential for misinformation on social media platforms, and the time requirements and technical complexity of technology use. Extension professionals experienced these challenges more than other sustainable agriculture stakeholders, creating a technology gap between extension professionals and their clientele. An ICT community of practice and clear organizational guidelines for measuring and reporting performance relating to ICT might help extension professionals dose the gap.
28 pages., Via Science Direct., Precision agriculture (PA) constitutes a dynamic production method which is gaining attention in several parts of the world. Its environmental and economic sustainability has been examined in terms of its ability to reduce the adverse effects of agrochemical use—by regulating their application to the levels needed at the land parcel level—and of its contribution to higher incomes and profitability. At the social level, PA has been linked to collective action although little insight is available regarding the role of various actors and education. This study tackles PA through an assessment of the attitudes of farmers towards the elements of its sustainability and of their educational needs. The analysis of survey data of a sample of young farmers in Greece showed that the majority of respondents were not familiar with PA. Significant differences were found between the attitudes of knowledgeable and non-knowledgeable farmers, the former demonstrating better acknowledgement of the environmental, economic and social sustainability of PA. Important educational needs were also detected, with group and individual methods being the most preferred ones for education and information campaigns. The results of the analysis could be of use for the design of Common Agricultural Policy Pillar II measures for the promotion of PA targeting to specific audiences and actors.
8 pages., ISBN 978-3-319-92102-0, Via ebook, The idea underpinning EIP-AGRI for linking producers and users of knowledge and promoting their interaction around problem-solving is well grounded on the evidence provided by the ‘innovation systems’ and related literature. Evidence gaps that matter to the implementation of the EIP-AGRI activities comprise the lack of knowledge regarding the best-fit network configuration for different farming systems and farming styles, and the nature and effectiveness of a facilitator function and role to bridge communication between researchers and farmers. This paper contributes with empirical evidence regarding the networks configuration best-fit for different farming system and farming styles, and provide insights on the facilitator relevance and its desirable profile, built on the study of a particular network: the Portuguese Cluster of small fruits (CSF). The small fruit sector is a novel sector in Portugal that has attracted in recent years a large number of new investors, in particular newly-established small-scale inexperienced producers. The insights provided by the CSF analysis emphasises that agglomeration economies based networks, which are very important in some agricultural sectors (e.g. fruit, wine) and in countries or regions where small-scale farms are significant, can in fact be the ground for knowledge and innovation networks in the sense wanted by the EIP-AGRI, since inclusiveness and facilitation functions are accounted for properly.
Analysis of an online social microblog, Sina Weibo. Researchers found that "the poor and rich areas were more willing to behave immorally, and the relation between GDP and collective moral motivation was curved. Also, normal people were less ethical when prices increased than when incomes decreased. Ecological construction and the value added by industries which used more farmers and off-farm workers were both correlated with morality. We also found a dark side to science and technological innovation, which harmed collective morality when areas grew richer."
19 pages., via online journal., There are about 500 million small-scale farms in low-income countries on the planet. Farmers have been slow to adopt a threefold set of sustainable agronomic practices known as “conservation agriculture” (CA) that have been shown to double productivity. Our study of a novel CA project in Nicaragua, organized based on principles that counter convention, may point to improved ways of understanding and managing sustainable innovations in low-income countries. In particular, by connecting core ideas from the innovation literature to the literature that explores the role of intermediaries such as NGOs, our case study suggests that the efficacy of NGOs to facilitate the adoption of sustainable innovations by small-scale farmers in these settings may be enhanced if NGOs employ non-centrist approaches in order to address the critical uncertainties associated with such innovations. We discuss how our findings contradict some of long-standing arguments in the literature, and their implications for theory and practice.
9 pages., via online journal., Social media platforms and other new technologies support the communication of many topics, both beneficial and controversial to t he development of the agriculture industry. Agricultural communicators’ use of these platforms is critical for engaging with stakeholders and communicating information beneficial to agriculture . The purpose of this study was to explore agricultural communicators’ use of devices and soci al media platforms in the United States. Researchers administered an online, descriptive que stionnaire to collect data from members of the National Association of Farm Broadcasting. A ma jority of respondents used social media for work, with smartphones being the most common device used. Facebook and Twitter were used more than blogs and YouTube to interact with farmer s/ranchers. Respondents agreed that social media allowed them to quickly and conveniently comm unicate with others. Significant relationships existed between perceived usefulness and Pinterest, blogs, and Instagram, while one significant correlation existed between perceiv ed ease of use and Instagram. Respondents should continue to use Facebook and Twitter to enga ge their stakeholder groups in conversations about agriculture.
