{"title":"The Importance of Social Norm on Adopting Sustainable Digital Fertilisation Methods","authors":"S. Hüttel, Marie-Therese Leuchten, M. Leyer","doi":"10.1177/1086026620929074","DOIUrl":null,"url":null,"abstract":"Precision farming systems promise a highly efficient resource use reducing cost for farmers and contributing to the preservation of the environment. A major obstacle, however, in such systems dissemination is the reluctant adoption by farmers. Prior work is suggesting that mainly knowledge or missing resources for investment are barriers, while social norms are rarely addressed for precision farming systems. We adopt the reasoned action approach including behavioural, social, and control aspects to analyse intentions and actual use of sustainable digital fertilisation methods. Based on a German sample of farmers, we find that social norm is the major predictor, while behavioural and control aspects surprisingly are not relevant at all. The results contribute to the understanding of what drives farmers in adopting precision farming systems on a theoretical basis and highlight the importance of considering social norms in increasing adoption.","PeriodicalId":47984,"journal":{"name":"Organization & Environment","volume":"35 1","pages":"79 - 102"},"PeriodicalIF":4.2000,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1086026620929074","citationCount":"12","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Organization & Environment","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/1086026620929074","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENVIRONMENTAL STUDIES","Score":null,"Total":0}
引用次数: 12
Abstract
Precision farming systems promise a highly efficient resource use reducing cost for farmers and contributing to the preservation of the environment. A major obstacle, however, in such systems dissemination is the reluctant adoption by farmers. Prior work is suggesting that mainly knowledge or missing resources for investment are barriers, while social norms are rarely addressed for precision farming systems. We adopt the reasoned action approach including behavioural, social, and control aspects to analyse intentions and actual use of sustainable digital fertilisation methods. Based on a German sample of farmers, we find that social norm is the major predictor, while behavioural and control aspects surprisingly are not relevant at all. The results contribute to the understanding of what drives farmers in adopting precision farming systems on a theoretical basis and highlight the importance of considering social norms in increasing adoption.
期刊介绍:
Organization & Environment encourages informed discussion about the social roots and consequences of environmental problems and stimulates deeper reflection on the meaning and significance of the natural world. By critically examining the impact of human production and consumption systems on the natural environment, Organization & Environment develops new perspectives on organizations that encourage environmentally sensitive reflection, inquiry, and practice.