Perceptual Factors Influencing the Adoption of Innovative Tissue Culture Technology by the Australian Avocado Industry

Hannah Briony Thorne, Jenna Axtens and Talitha Best ()
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Hannah Briony Thorne: School of Health, Medical and Applied Science, Appleton Institute, Central Queensland University, Adelaide, South Australia 5023, Australia
Jenna Axtens: School of Health, Medical and Applied Science, Appleton Institute, Institute for Future Farming Systems, Central Queensland University, Brisbane, Queensland 4000, Australia
Talitha Best: School of Health, Medical and Applied Science, Appleton Institute, Institute for Future Farming Systems, Central Queensland University, Brisbane, Queensland 4000, Australia

Agriculture, 2022, vol. 12, issue 9, 1-11

Abstract: Avocado growers in Australia are currently experiencing long wait times for orchard-ready plants, limiting productivity and profitability. Tissue culture technology represents a faster and more efficient process of producing plants, offering a solution. However, the development of new growing technology comes with the inherent risk of industry nonacceptance and limited uptake, a costly problem for both innovators and industry. This study explored factors related to technology acceptance by the intended end-users of tissue culture technology within the avocado industry in Australia. The study provides key insights into the overall industry sentiment towards uptake and adoption of tissue-culture technology. An online survey was conducted with participants from the Australian avocado industry and demonstrated perceptions of tissue culture technology were generally positive and that, with appropriate extension services, adoption is predicted to be high across industry users. This paper contributes to the behavioural science of technology adoption by exploring perceived use and likely uptake prior to the broad extension strategies of a new technology.

Keywords: avocado; tissue culture; technology adoption; innovation; perceptions; psychology (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
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