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Title: Factors affecting tree farmers' acceptance of and willingness to adopt precision agriculture of Western Macedonia in Greece
Authors: Eleftheriadis, Charalampos
Supervisors: Tremma, Ourania
Subjects LC: Academic theses
Precision farming
Precision farming - Greece
SPSS (Computer file)
Qualitative research
Quantitative research
Marketing research
Farmers - Greece - Research
Consumer behavior
Keywords: Precision agriculture
Greek farmers
Western Macedonia
Farmers' behavior
Technology Acceptance Model (TAM)
Theory of Planned Behavior (TPB)
Subjective norms
Perceived behavioral control (PBC)
Price sensitivity
Issue Date: 2023
Publisher: Perrotis College
Cardiff Metropolitan University
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.
Description: MSc in Marketing for the Agro-Food Sector
Includes bibliographical references, charts, and appendices.
Length: 81 pages
Type: Thesis
Publication Status: Not published
Restrictions: All rights reserved
Attribution-NonCommercial 4.0 International
Language: en
Appears in Collections:Theses

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