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dc.contributor.authorPayne-Gifford, Sophie
dc.contributor.authorJohnson, Katherine
dc.contributor.authorMauchline, Alice
dc.contributor.authorGadanakis, Yiorgos
dc.contributor.authorGirling, Laura
dc.contributor.authorMortimer, Simon
dc.contributor.editorBehrendt , Karl
dc.contributor.editorPaparas, Dimitrios
dc.date.accessioned2021-10-07T16:00:02Z
dc.date.available2021-10-07T16:00:02Z
dc.date.issued2020-09-22
dc.identifier.citationPayne-Gifford , S , Johnson , K , Mauchline , A , Gadanakis , Y , Girling , L & Mortimer , S 2020 , Exploring attitudes to technology adoption for cross compliance in Greek and Lithuanian farmers . in K Behrendt & D Paparas (eds) , Proceedings of the 3 rd INFER Symposium on Agri-Tech Economics for Sustainable Futures . pp. 51-55 , 3rd INFER Symposium on Agri-Tech Economics for Sustainable Futures - 2020 , 21/10/19 .
dc.identifier.citationconference
dc.identifier.otherORCID: /0000-0002-6502-6768/work/101179285
dc.identifier.urihttp://hdl.handle.net/2299/25117
dc.description© The Authors.
dc.description.abstractThe fourth agricultural revolution has started with an explosion of online, smart, digital technologies that are now available to support farmers to improve their operations is enabling opportunities for direct integration between agricultural and computer-based systems. However, the wide range of devices and applications available can be overwhelming and the farming community is showing reluctance to adoption of these new technologies. As part of an EU-funded, multi-partner research project we developed, in collaboration with farmers and other stakeholders, a novel on-line system that supports EU farmers and paying agencies to reduce the administrative burden of CAP’s cross compliance record-keeping and inspections. During the co-development phase we interviewed Greek and Lithuanian farmers about their user needs in relation to the novel system and their potential adoption of this new technology. We analysed their qualitative responses and could identify two groups; ‘Optimistic’ and ‘Reluctant’ in relation to their use of novel technologies. In order to achieve up-take of new technologies within the European farming community, we considered these findings using the Theory of Planned Behaviour and concluded that focussing on the ease of adoption and peer usage would encourage the highest adoption rates as opposed to focusing on changing farmer attitudes.en
dc.format.extent5
dc.format.extent432715
dc.language.isoeng
dc.relation.ispartofProceedings of the 3 rd INFER Symposium on Agri-Tech Economics for Sustainable Futures
dc.titleExploring attitudes to technology adoption for cross compliance in Greek and Lithuanian farmersen
dc.contributor.institutionCentre for Agriculture, Food and Environmental Management Research
dc.contributor.institutionSchool of Life and Medical Sciences
dc.contributor.institutionCentre for Climate Change Research (C3R)
dc.contributor.institutionDepartment of Clinical, Pharmaceutical and Biological Science
dc.contributor.institutionAgriculture, Food and Veterinary Sciences
dc.contributor.institutionFood Policy, Nutrition and Diet
rioxxterms.typeOther
herts.preservation.rarelyaccessedtrue


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