Behavioral factors driving farmers’ intentions to adopt spot spraying for sustainable weed control

Smart Farming Technologies enable plant-specific agrochemical applications which can increase the efficiency and reduce the environmental impacts of agriculture. However, the uptake of Smart Farming Technologies remains slow despite their potential to enhance sustainable transformation of food systems. The design of policies to promote sustainable agricultural technologies requires a holistic understanding of the complex set of factors driving the adoption of innovations at farm level. This study has a focus on behavioral factors, such as pro-environmental attitude, personal innovativeness and moral norms. Based on an online study conducted in Germany, structural equation modelling is applied to test the predictions of an extended version of the Theory of Planned Behavior, using spot spraying, a smart weeding technology, as an example. The results confirm theoretical predictions and show that indicators of attitude, subjective norms, and perceived behavioral control have relevant effects on farmers' adoption intentions. The extended model revealed a medium-sized (small) direct effect of moral norms on the attitude towards spot spraying (adoption intention). Personal innovativeness had a small effect on adoption intention, whereas pro-environmental attitude did not exhibit a clear direction of impact. Methodological and policy implications derived from the results are discussed noting that the inclusion of indicators for moral norms can improve the predictive power of models used in future research in this field. Overall, initiatives aimed at facilitating the exchange of opinions and related moral norms as well as collaboration among peers may contribute to voluntary sustainable innovation as it enhances adoption intentions among farmers.