Factors affecting tree farmers' acceptance of and willingness to adopt precision agriculture of Western Macedonia in Greece

Abstract

This research aims to explore the key factors influencing farmers' intention to adopt precision agriculture technologies. A quantitative approach was employed, and data were collected through a questionnaire created on Microsoft Forms. The questionnaires were distributed to farmers engaged in tree crop cultivation in Western Macedonia, Greece, through online channels and agricultural cooperatives. In total, 75 responses were collected, and data analysis was conducted using SPSS software version 29. Principal Component Analysis (PCA) and Multiple Linear Regression with the backward Wald method were employed for data analysis. The results of the analysis revealed that farmers with higher levels of education and a better understanding of technologies/computers were more likely to adopt precision agriculture technologies. Additionally, perceptions of usefulness and price sensitivity had a positive impact, while perceptions of difficulties had a negative influence on adoption intention. Moreover, certain factors from subjective norms, such as social media, TV, radio, newspaper, research articles, and books, were found to have significant positive influences. These findings emphasize the importance of conducting educational initiatives to enhance farmers' understanding of precision agriculture techniques. It also emphasizes the role of government to support in the form of subsidies and workshops is also crucial to encourage farmers to adopt precision agriculture practices. The findings underscore the need for targeted interventions to enhance farmers' knowledge and understanding of precision agriculture, ultimately promoting its widespread adoption.