While several studies have focused on the actual adoption of agricultural apps and the relevance of the apps’ content, very few studies have focused on drivers of the farmer’s intention and initial decision to adopt. Based on a survey of 394 smallholder farmers in 2019, this study investigated willingness to adopt an agricultural advice app in Guanajuato, Mexico. A structural equation modeling approach, based on the unified theory of acceptance and use of technology (UTAUT), was applied. To understand the farmers’ adoption decisions, extended constructs were studied (e.g., mastery-approach goals) along with the farmers’ age and participation in an innovation hub. Results showed that the intention to adopt the app is predicted by how farmers appraise the technical infrastructure and acquire new knowledge by using an app. The multi-group analysis revealed that performance expectancy is a relevant predictor of the intention to adopt, whereas the mastery-approach goal is relevant only for younger farmers and farmers not connected to the innovation hub. This study provides valuable insights about the innovation hubs’ role in the intention to adopt apps, offering precision agriculture advice in developing countries. The findings are useful for practitioners and app developers designing digital-decision support tools.

Mobile phone apps can be a cost-effective way to provide decision support to farmers, and they can support the collection of agricultural data. The digitisation of agricultural systems, and the efforts to close the digital divide and to include smallholders, make data ownership and privacy issues more relevant than ever before. In Central and South American countries, smallholders’ preferences regarding data licenses and sharing have largely been ignored, and little attention has been paid to the potential of nonfinancial incentives to increase the uptake of digital solutions and participation by farmers. To investigate incentives for smallholder farmers to potentially use an agricultural advisory app in which they share their data, a Discrete Choice Experiment was designed. Based on a survey of 392 farmers in Mexico, preferences for attributes related to its usage were revealed using a conditional logit (CL) model. To explore heterogeneity, groups and profiles were explored through a latent class (LC) model. The CL model results revealed, for example, farmers’ positive preference to receive support at first use and access to training, while negative preference was found for sharing data with private actors. The LC identified three classes which differ in their preference for attributes such as the degree of data sharing. Furthermore, for example, a farmer’s connectedness to an innovation hub was found to be one of the significant variables in the class membership function. The main contribution of the study is that it shows the importance of nonfinancial incentives and the influence of data sharing on farmer preferences.

While a fierce debate about the advantages and disadvantages of genetically modified crops is ongoing, it is surprising that farmers are often not consulted. In Burkina Faso, where insect resistant Bollgard II^® cotton (further termed Bt cotton) was commercially released in 2008, studies highlight that cotton producers are in general satisfied with the reduction in insecticide use while the economic benefits are a source of controversy. To gain insight into farmers’ preferences towards attributes in cotton cultivation, a discrete choice experiment (DCE) was developed. Five key attributes were identified to describe improved cotton varieties: seed development and provenance, seed costs, yield, required number of insecticide sprays, and preservation of agricultural practices. Farm-gate surveys were conducted among 324 cotton farmers in Western Burkina Faso. The results show that overall, farmers have a positive preference towards yield improvements and a negative preference towards pure private seed development and towards an increase in the requested number of insecticide applications or in the seed costs. According to their varieties at the time of the surveys (Bt and non-Bt), a difference was observed regarding their preferences for a status quo situation, indicating that those growing Bt had a stronger preference to keep the status quo than non-Bt farmers. When dividing the sample in segments based on the farm size, it was shown that there were different preferences with respect to the development of the variety and the required number of insecticide applications. Overall, it can be concluded from this study that economic benefits (linked to higher yields, lower seed costs, or reduced pesticide use) shape farmer’s preferences.