Sustainable Agricultural Technologies of the Future: Determination of Adoption Readiness for Different Consumer Groups

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aut.relation.articlenumber123697
aut.relation.endpage123697
aut.relation.journalTechnological Forecasting and Social Change
aut.relation.startpage123697
aut.relation.volume208
dc.contributor.authorSchnack, A
dc.contributor.authorBartsch, F
dc.contributor.authorOsburg, VS
dc.contributor.authorErrmann, A
dc.date.accessioned2024-09-10T22:29:52Z
dc.date.available2024-09-10T22:29:52Z
dc.date.issued2024-11-01
dc.description.abstractThe rapid increase in population and unsustainable agricultural practices has significantly damaged the environment. Our study explores how to achieve food security through environmentally friendly methods such as controlled environment agriculture (CEA), genetic editing (GE), and farming automation (FA), with an emphasis on the importance of consumer acceptance of these technologies. Analyzing data from 2138 Australians and 1760 New Zealanders, we employ a two-step clustering method—(1) hierarchical clustering and (2) k-means clustering—to categorize consumers on the basis of their demographic and lifestyle preferences into three segments that capture differences in attitudes toward new agricultural technologies: “Green Urbanites,” “Environmentally Unconcerned,” and “Skeptical Foodie.” Our findings reveal that Green Urbanites are the most open to adopting CEA, GE, and FA, while Skeptical Foodies and Environmentally Unconcerned are more reluctant. We contribute to theory by studying a novel facet of consumer acceptance of sustainable technologies and revealing how consumption, living, and lifestyle patterns motivate new technology acceptance in the agricultural sector. To inform practice, we suggest tailored strategies to increase engagement of the identified segments and promote wider acceptance of sustainable agricultural practices for enhanced food security.
dc.identifier.citationTechnological Forecasting and Social Change, ISSN: 0040-1625 (Print), Elsevier BV, 208, 123697-123697. doi: 10.1016/j.techfore.2024.123697
dc.identifier.doi10.1016/j.techfore.2024.123697
dc.identifier.issn0040-1625
dc.identifier.urihttp://hdl.handle.net/10292/17999
dc.languageen
dc.publisherElsevier BV
dc.relation.urihttps://www.sciencedirect.com/science/article/pii/S0040162524004955
dc.rights© 2024 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
dc.rights.accessrightsOpenAccess
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subject35 Commerce, Management, Tourism and Services
dc.subject3506 Marketing
dc.subject2 Zero Hunger
dc.subject10 Technology
dc.subject14 Economics
dc.subject15 Commerce, Management, Tourism and Services
dc.subjectScience Studies
dc.subject35 Commerce, management, tourism and services
dc.subject38 Economics
dc.titleSustainable Agricultural Technologies of the Future: Determination of Adoption Readiness for Different Consumer Groups
dc.typeJournal Article
pubs.elements-id568534
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