PR - Technological Profile Of Brazilian Innovative Beef Farmers: Which Technologies These Farmers Adopt, Which They Don’t And Reasons For The Difference (p316-323)

The adoption of 45 production, environmental and managerial technologies by 26 Brazilian innovative beef farmers is analysed in relation to technology attributes and adoption rationale. The farmers were purposively selected based on their self-enrolment in an organisation or program that promotes beef farming innovations. They were interviewed using a semi structured in-depth interview. On average, farmers adopted 27 of the 45 technologies, with highest adoption rates for production and managerial technologies. Environmental technologies perceived as more compatible with production systems had higher levels of adoption compared to other environmental technologies. In general, farmers adopted technologies that were compatible with their goals, farming systems and constraints. Results confirmed and extended Rogers’ proposition of technologies attributes which influence adoption behaviour, and provided evidence for a hierarchy among these attributes. Compatibility and advantages relative to alternative technologies were the most important technology attributes in explaining adoption by individual farmers. Relevant but of secondary importance were observability and trialability prior to major commitment. Complexity was a deterrent to adoption but could be overcome by highly valued attributes aspects. Non-adoption was typically a considered decision consistent with goals and farming systems. Therefore, failure to adopt amongst innovative farmers should not in itself be considered an irrational behaviour or a failure of the research, development and extension systems.

Keywords: technology adoption, diffusion, innovation