UPPSALA UNIVERSITY BIOFUEL. ADOPTION IN THE ITALIAN AGRICULTURAL SECTOR.

University essay from Uppsala universitet/Företagsekonomiska institutionen

Author: Achille Giovanni Stefano Loce-mandes; [2010]

Keywords: green energy; Uppsala university Biofuel; key adoption criteria; early adopters; environmentally friendly techniques; voluntary certification; network relationship; OPEC; Alternative energy; alternative biofuels; alternative fuels; Biofuels differences; green diesel; Biobenzine; Determinants of Consumer Innovation adoption; Relative advantage; compatibility; Complexity; trialability; observability; voluntary certification; Everett Rogers; Roger J. Best; Biofuels; First Generation Biofuels; Second Generation Biofuels; Third generation Biofuels; Rate of Adoption; Diffusion of Innovation; Innovation Characteristics; Farmers; Italian Farmers; Adoption by Farmers; Adoption By Italian Farmers; Citizen and Biofuels; Consumer Innovation Adoption; Energia verde; Il biocarburante biocombustibile dell Università di Uppsala; criteri di adozione; early adopters; tecniche ecocompatibili; certificazione volontaria; relazioni aziendali; l OPEC; energie alternative; i biocarburanti alternativi; biocombustibili; carburanti alternativi; differenze dei biocarburanti; diesel verde; Biobenzina; l adozione dell innovazione dei consumatori; vantaggio relativo; compatibilità; Complessità; trialability; osservabilità; certificazione volontaria; Everett Rogers; Roger J. Best; i biocarburanti; i biocarburanti di prima generazione; biocarburanti di seconda generazione; biocarburanti di terza generazione; tasso di adozione; diffusione dell innovazione; Caratteristiche d Innovazione; agricoltori; agricoltori italiani; l adozione da parte degli agricoltori; l adozione da parte degli agricoltori italiani; cittadini e biocarburanti; l Adozione dell innovazione dai consumatori; ????; ???????????????????; ??????????; ?????????????; ??????????????????????????????????; Biobenzine; ????????????; ????; ???; ????????????????????????????????????????????????????????; ???; ?????????????????????????; ?????????????????; ???????; ??? ?????; ????? ????????????? Biofuel.????? ?????? ??????. ????? ????????.???????? ?? ?????? ?????. ????????? ??????????.??????? ?? ?????; ????; ???????? ?????; ???????? biofuels; ???????? ??? ????; ??? ???? ?????; ??? ????; ; ???????????? ?????? ???????; ??????????? ???????????? ??????????. ???????? ???????? ????????.?????? ????????.???????????? ?????? ??????????. ???????????? ????????????. ???? ?????; ????; ?????????????? ??????????; ??????????????? ??????????; ?????????????? ??????????; ?????????? ????????; ??????? ????????? ???????; ???-??????; ???????????? ???????? ??????????????? ?????????; ????????????? ????????????; ?????????????; ?????????; trialability; ; d énergie verte; l Université d Uppsala biocarburant; critères d adoption clés; adopteurs précoces; les techniques respectueuses de l environnement; la certification volontaire; relation de réseau; l OPEP Organisation des pays exportateurs de pétrole ; les énergies alternatives; les biocarburants de substitution; carburants de remplacement; les différences entre les biocarburants; diesel vert; Biobenzine; les déterminants de l adoption de la consommation d innovation; avantage relatif; la compatibilité; la complexité; essayabilité; observabilité; certification volontaire; Everett Rogers; Roger J. Best; les biocarburants; les biocarburants de première génération; les biocarburants de seconde génération; les biocarburants de troisième génération; taux d adoption; Diffusion de l innovation; Caractéristiques de l innovation; les agriculteurs; les agriculteurs italiens; adoption par les agriculteurs; adoption par les agriculteurs italiens; des citoyens et des biocarburants; adoption de l innovation des consommateurs; energía verde; la Universidad de Uppsala de biocombustibles; criterios clave adopción; los primeros adoptantes; las técnicas respetuosas del medio ambiente; certificación voluntaria; relación de red; la OPEP; la energía alternativa; biocombustibles alternativos; los combustibles alternativos; diferencias biocombustibles; diesel verde; Biobenzine; Determinantes de la Adopción de innovaciones del Consumidor; relativa ventaja; compatibilidad; Complejidad; trialability; observabilidad; certificación voluntaria; Everett Rogers; Roger J. Best; Los biocombustibles; los biocarburantes de primera generación; los biocarburantes de segunda generación; Tercera generaiton biocombustibles; ritmo de adopción; Difusión de la innovación; características de la innovación; agricultores; italiano agricultores; adopción por los agricultores; adopción por los agricultores italianos; ciudadanos y los biocarburantes; Aprobación del Consumidor Innovación;

Abstract:

Title Uppsala University Biofuel. Adoption in the Italian Agricultural Sector.

When I began to think about a Master thesis, a professor at Uppsala University asked: “What is your contribution to theory/academic knowledge?

This research investigates several adoption aspects of the biofuel – BIObenzine – invented by Uppsala University. Determinants influencing Italian farmers eco-innovation adoption are the center of this thesis. This study show how this product is perceived, the factors influencing the adoption process itself, the adoption of this biofuel, how is perceived the respect of the environment by the Italian farmers, are the research questions to investigate the biofuel adoption process. The product adoption process is influenced by several factors affecting both positively and negatively the product choice. The integrated influences of innovation specific characteristics, knowledge, social norms, are also examined.

In the first part, Introduction, a general overview based on the biofuel market is considered.

In the second part, Theorethical Framework – Biofuel, both similarities and differences, and biofuels adoption decisions are analyzed.

In the third part, Theoretical Framework – Consumer Innovation Adoption, similarities and differences among adopters and non-adopters of biofuels, and the effects of attitudinal factors (values, beliefs, norms), knowledge, sociodemographics, innovativeness, on the adoption decision are analyzed.

In the fourth part, Method Section, a practical approach with the adopter is considered; the key adoption criteria identified, as relevant for this thesis, are the characteristics of an innovations (Diffusion of Innovations - DOI), the sociodemographic characteristics, the use of environmentally friendly techniques, the use of technical assistance and the network relationship are considered.

The fifth part, Empirical Analysis – Key Adoption Criteria, shows that green consumers are a heterogeneous group and that there seem to be inherent contradiction in being an early adopter of a new green technology (such as the biofuel - BIObenzine) and also having a high levels of proevironmental values, beliefs and norms. Beyond this part show the farmers inconsistent and opportunism level with the environment; the willingness to adopt environmentally friendly techniques is correlated only with the economic incentives provided by the European Community, National State or Regional Government. The age and the education background plays a key role in the sector; indeed “agricultural entrepreneurs” with a high level of education, with a high network relationship level, and the propensity to be supported by technical assistance, show how these actors are much more involved in a friendly environmental approach than the other players. In combination with the theory, several Hypotheses are realized to show the possible farmers adoption behavior.

In the Conclusion part, innovation specific characteristics and consumer innovativeness factors are integrated with normative and attitudinal determinants influencing biofuel adoption. The results show that personal and social norm, education background, technical assistance, environmental friendly techniques and the five perceived characteristics influence the adoption decision.

In sum, this thesis, in several ways, demonstrate the importance of proenvironmental personal norms for consumer adoption of a high involvement eco-innovation as the biofuel - BIObenzine.

  AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)