IT as enabler of sustainable farming: An empirical analysis of farmers' adoption decision of precision agriculture technology

Precision agriculture (PA) describes a suite of IT based tools which allow farmers to electronically monitor soil and crop conditions and analyze treatment options. This study tests a model explaining the difficulties of PA technology adoption. The model draws on theories of technology acceptance and diffusion of innovation and is validated using survey data from farms in Canada. Findings highlight the importance of compatibility among PA technology components and the crucial role of farmers' expertise. The model provides the theoretical and empirical basis for developing policies and initiatives to support PA technology adoption.

► We seek to explain the current difficulties of the PA technology adoption.
► Our model draws on theories of technology acceptance and diffusion of innovation.
► Compatibility among technology components impacts PA technology adoption.
► Adoption is also influenced by farmer's expertise and financial resources.