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Drivers of agriculture technology adoption

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Drivers of agriculture technology adoption

  1. 1. Drivers of Agriculture Technology Adoption Dr. MOHAMMAD ASLAM ANSARI Professor - Agriculture Communication G. B. Pant University of Agriculture & Technology Pantnagar-263145, Uttarakhand
  2. 2. Innovations in Agriculture Technology  Smart Power systems: For automotive and analyzing operations  Precision Agriculture Tools: Crop Sensors, Drones  Farm Management software: For decision making on real time data  IoT: IT based Solutions and Solution Providers: Helps farmers in plan, monitor and analyze all farm activities;  RFID, Big Data Analytics: data-driven decision making for improving productivity and profitability  Use of GPS and Remote sensing in Agriculture  Use of Biotechnology/ Nanotechnology in Agriculture  Use of Artificial intelligence in Precision Agriculture: for predictive analytics
  3. 3. Innovations in Agriculture Technology Applications
  4. 4. What is ADOPTION?  According to Everette M. Rogers, “Adoption is the mental process through which an individual passes from hearing about an innovation (Awareness) to final adoption (Actual Use)”  Diffusion and Adoption of an innovation: A research paradigm  Diffusion – A community wide process whereas Adoption is a process occurs at individual level  An innovation diffuses within a social system through its adoption by individuals and groups
  5. 5. Stages in Adoption Process: (Rogers, 1963)
  6. 6. Stages in Adoption Process: (Rogers, 1963) These five stages are not necessarily a rigid pattern which people follow.  These stages are influenced by cultural differences and social factors as well as by the kind of practice , place and person.  At any stage the new technology can be rejected or thrown off.  There can be jumping from one stage to another.  If the farmers have confidence in the extension worker, and his recommendations, they may jump form “evaluation” to “adoption” stage.
  7. 7. Innovation Decision Process: (Rogers, 2003)
  8. 8. Technology Adoption:  Defined as “Acceptance (mental) and Usage (actual) of a new Idea, Product or Service”.  Technology Adoption is basically a decision making process involving socio-cultural, psychological and environmental factors.
  9. 9. Perceived Attributes of Technology
  10. 10. Technology Adoption: Mediator-Moderator Framework (Vagani & Volpe, 2017; https://doi.org/10.1016/j.ijis.2017.10.001)
  11. 11. Adopter Categorisation  INNOVATIVENESS is the basis of adopter categorization Innovativeness is defined as the degree to which an idea/ product/ service is perceived to be new and superior to the existing technology/ practice.  Adopter is a person who adopts a technology before majority uses
  12. 12. Adopter Categories
  13. 13. Innovators: Venturesome (2.5%)  They are also known as Tech. enthusiasts, the first people to adopt a new idea, much ahead of other people in their social system  Eager to try new ideas; Have Risk bearing ability  More cosmopolite social relationship  They are hazardous, the rash, the daring, and the risky  Willing to accept an occasional setback when one of the new ideas he adopts proves unsuccessful
  14. 14. Early Adopters: Respectable (13.5%)  They are ‘Localites’, Interacts more with local people than outside their social system  High on ‘opinion leadership’  Are called as ‘Visionaries’; ‘People to check with regarding any new idea  Change agents consider them ‘Local Missionary’ actively supporting change  Hold ‘central positions’ in a social system
  15. 15. Early Majority: Deliberate (34%)  Adopts a new idea just before the average member adopts it  They are also called as “Pragmatists”  Seldom holds leadership position  Provide ‘inter-connectedness’ in system’s network  Their motto: “Be not the first to try a new idea, but not the last to lay the old aside”
  16. 16. Late Majority: Skeptical (34%)  Adopt the new idea just after the average member of a social system has adopted  They are conservatives;  ‘Safety-first’ approach in adopting new ideas  Avers to risk taking and uncertainty  Adopts the new idea just out of compulsion of being labelled ‘old, rigid and traditionalist
  17. 17. Laggards: Traditionalists (16%)  They are Skeptics; last in a social system to adopt a new idea  Most localites and traditionalists;  interacts with those supporting ‘old values’  Almost no opinion leadership  “Past” is their point of reference  Suspicious of innovations and change agents  By the time they adopt an innovation, it may have been supersede by a mor recent idea
  18. 18. The Chasm: Credibility Gap
  19. 19. Diffusion and Adoption of an Innovation
  20. 20. Drivers of Technology Adoption  Socio-Cultural Drivers  Psychological Drivers  Techno-Economic Drivers  Communication Behaviour Drivers  Farm related Drivers  Market related Drivers  Policy related Drivers
  21. 21. Socio-Cultural Drivers of Technology Adoption  Age Social conflicts  Education Caste composition  Family education Status  Gender  Value & Belief system  Social Cohesion  Social Participation  Social Cohesiveness
  22. 22. Psychological Drivers of Technology Adoption  Attitude towards Change  Attitude towards Technology  Intelligence  Achievement Motivation  Level of Aspirations  Fatalism: Subjugation of everything on destiny
  23. 23. Techno-Economic Drivers of Technology Adoption  Technological challenges and understanding  Exposure to new and innovative ideas/ technology  Off-farm income and employability  Land holding  Scale and Productivity  Annual Income: On-farm and Off-farm  Access to Credit & financial services  Policy Advocacy and Support
  24. 24. Communication/ Media Drivers of Technology Adoption  Mass Media Exposure and Use  Media: Access, Availability and Affordability of media  Information Seeking Behaviour  Information Sharing Behaviour  Localiteness-Cospoliteness  Access to Extension Services  Frequency of contact with Change Agents
  25. 25. CONCLUSION  Agriculture remains the principal of economic growth in India. The current emphasis is to increase agricultural productivity, production efficiency and farm profitability in a sustainable manner  Technological advancements and their adoption by the farmers is crucial for improvement in agriculture sector.  Continued investment in R&D and the commercialisation is necessary for realising the developmental goals.  But many technologies have not been adopted by the farmers for various reasons.  This discussion on ‘drivers of technology adoption’ will help the researchers, policy makers and corporates to plug the gap and layout the appropriate strategies to increase technology adoption.

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