How to Model the Adoption and Perception of Precision Agriculture Technologies

Theadoptionofprecisionagriculturehasshowntopositivelyaffectthe performance of farms, even though its benefits vary according to the size of farms and their location. In light of the promising avenue that precision agriculture opens up, it is essential to understand which factors may facilitate its diffusion, and through which processes. This chapter focuses on the models proposed to explain technology adoption: Theory of Reasoned Action, Theory of Planned Behaviour, Motivational Model, Technology Acceptance Model, TAM2 and TAM3, Combined TAM and TPB, Model of PC Utilization, Innovation Diffusion Theory, Social Cognitive Theory and Unified Theory of Acceptance and Use of Technology. We analyse contributions targeting specifically the agricultural domain. Remarkably, most models and papers share the perspective that individual factors account for the willingness of individuals to engage in technology adoption, and there is a progressive commonality of factors between models based on different theories. In addition to individual-level features, some models analyse the relevance of envi- ronmental and social factors in prompting technology diffusion, thus depicting a more comprehensive framework to aid understanding of the dynamics linked to the adoption of precision agriculture. Eventually, some reflection on how to expand knowledge of precision agriculture along this line of reasoning aimed at integrat- ing personal and social characteristics is offered. The importance of social network patterns and of social support in entrepreneurial initiatives that sustain adoption of precision agriculture is stressed in this chapter.