How Communication Affects the Adoption of Digital Technologies in Soybean Production: A Survey in Brazil

Joana Colussi, Eric L. Morgan, Gary D. Schnitkey and Antônio D. Padula
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Joana Colussi: School of Management, Federal University of Rio Grande do Sul, Porto Alegre 90010-460, Brazil
Eric L. Morgan: Department of Natural Resources & Environmental Sciences, University of Illinois at Urbana-Champaign, Urbana, IL 61801, USA
Gary D. Schnitkey: Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, Urbana, IL 61801, USA
Antônio D. Padula: School of Management, Federal University of Rio Grande do Sul, Porto Alegre 90010-460, Brazil

Agriculture, 2022, vol. 12, issue 5, 1-24

Abstract: Technology adoption has contributed to developing efficient food production throughout the history of modern agriculture. In the last decades, several technologies have positively affected yields globally, and, more recently, digital solutions are leading the way. This article presents the results of a survey carried out with 461 Brazilian soybean farmers about the use of technologies and the level of influence of mass media, social media, and interpersonal meetings on the decision to adopt new technologies. We surveyed farmers in Brazil’s top five soybean-producing states, which represent 75% of production in the world’s largest soybean producer. Spearman’s rank correlations showed an association between communication and the use of precision and digital technologies. LinkedIn had the highest positive correlation between precision and digital tools. Conferences, forums, and seminars had the highest positive correlation with the perceived benefits of using technologies on-farm. The results suggest that in-person activities still have relevance, but social media platforms, such as WhatsApp, have grown increasingly important to farmers. In addition, the correlations indicate that adopters of established technologies tend to prioritize in-person connections as a reference for their decision making. The results reinforce that superior knowledge and information are decisive in the process of adopting technologies in agriculture.

Keywords: Brazilian soybean farmers; mass media; social media; interpersonal meetings; technology adoption (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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