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Investigate the factors driving farmers' intentions to adopt digital agricultural management systems by combining the theory of planned behavior and behavioral economics frameworks.

October 21, 2022Frontiers in PsychologyOpen Access

Drivers of Farmers’ Intention to Use the Digital Agricultural Management System: Integrating Theory of Planned Behavior and Behavioral Economics

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Investigate the factors driving farmers' intentions to adopt digital agricultural management systems by combining the theory of planned behavior and behavioral economics frameworks.
Surveyed 219 aquaculture farmers across Guangdong province in south China using a stratified random sampling technique.
Analyzed behavioral predictors and cognitive biases influencing digital adoption intentions via structural equation modeling.
The combined theoretical framework effectively predicted farmers' adoption intentions for digital agricultural management systems.
Availability bias and loss aversion bias were identified as the primary behavioral factors predicting technology adoption.
Framing recommendations in terms of prospective losses rather than potential gains proved more effective for increasing adoption intentions.

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Implication

Survey reveals behavioral biases predict digital management system adoption in aquaculture farmers, highlighting the effectiveness of loss-framed recommendations.

Cite This Study

Sun et al. (2022) studied this question.

synapsesocial.com/papers/6a11023b8102eb4b66eee8aa https://doi.org/10.3389/fpsyg.2022.901169

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Implication

Survey reveals behavioral biases predict digital management system adoption in aquaculture farmers, highlighting the effectiveness of loss-framed recommendations.

Drivers of Farmers’ Intention to Use the Digital Agricultural Management System: Integrating Theory of Planned Behavior and Behavioral Economics

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Discussion

Implication

Cite This Study

Drivers of Farmers’ Intention to Use the Digital Agricultural Management System: Integrating Theory of Planned Behavior and Behavioral Economics

Key Points

Discussion

Implication

Cite This Study

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