Using a Technology Acceptance Model to investigate what factors influence farmer adoption of a nutrient management plan

The agricultural sector will play a key role in reaching the goals set out in the Water Framework Directive 2000/60/EC, and so understanding farmer behaviour in relation to farm management best practice is important. In this paper, we investigate if the Technology Acceptance Model (TAM) can predict farmer adoption of an online nutrient management plan (NMP). A NMP has the potential to reduce the risk of nutrient transfer from agricultural land, without negatively affecting farm-level profitability. The TAM identifies two psychological constructs, perceived usefulness (PU) and perceived ease of use (PEOU), which are believed to be key factors in technology adoption. The data were collected through a survey from 358 farms by a team of professional data recorders in 2015. Results indicate that PU and PEOU of a NMP are positively and significantly related to a farmer’s intention to adopt and use the technology in the future. However, PU, which captures the perceived benefits in terms of usefulness, is the main driver of technology adoption. Results show that those farmers who adopt and use the technology are more likely to have larger farms and are full-time farmers. They use agricultural extension services and the farm is also more likely to be the main contributor to overall household income. The research recommends that the usefulness of a NMP, in terms of increased profitability, improving nutrient management practices, labour and time-saving advantages, should be highlighted and clearly communicated to farmers.