Adoption of Digital Precision Agriculture Technology and Farm Data: A Case Study on Swedish Grain Farmers and On-Combine Near-Infrared Spectroscopy for Quality Measurement

Abstract: The agricultural industry is going through immense changes due to the rapid growth of the global population and climate change, creating increased pressure on the food supply chain. The use of precision agriculture (PA) technologies have shown benefits that could help solve these challenges. Despite this, there is no consensus among researchers on what aspects affect the adoption of PA technology among farmers. One PA technology that enables grain quality insights is the on-combine NIR solution. The innovation emerged 20 years ago but is, despite proven benefits, still not adopted by Swedish grain farmers. Given the agricultural challenges and the rapid advancement of PA technologies, the purpose of this thesis is to increase knowledge about what aspects affect the adoption of PA technology - focusing on on-combine NIR technology and Swedish grain farmers. This thesis uses an exploratory, abductive and flexible method to investigate this unexplored subject through a qualitative case study. A triangulation methodology was used, consisting of a literature review, expert interviews, secondary data collection, and in-depth interviews with 22 farmers. The research found six aspects and various factors affecting potential adoption of on-combine NIR technology. The farmers could clearly see the immediate values of the technology, though uncertainties were expressed regarding profitability, decision support and reliability. The technology was seen as most relevant for large farms producing high quality grain. Lantmännen, a cooperative company, was found to have a possible impact on adoption. Usage and sharing of farm data was shown to be crucial in realizing the value of the technology across the grain value chain. Attitudes among farmers towards sharing farm data was found to depend on the context and purpose. In addition, patterns were identified through studying the adoption of PA technologies used by the farmers today. On-combine NIR technology showed similar characteristics as the N-sensor, indicating a slow adoption rate. A high interest in technology was shown to be a key factor, and pioneers were highlighted as important for early adoption of PA technologies. Lastly, the study contributes with suggestions on how to facilitate adoption among Swedish grain farmers.