Factors predicting innovation-decisions: The effects of performance expectancy, social influence, and facilitating conditions on U.S. Extension’s promotion of precision agriculture technologies

Abstract

The human and social dimensions of knowledge transfer are essential to understand applied solutions for improving climate, land sustainability, and food production. The lack of knowledge and dissemination mechanisms of precision agriculture (PA) among agricultural Extension professionals hinder widespread PA adoption initiatives. Three theories were adapted to examine the comprehensive structural relationships between the factors affecting intentions to promote PA technologies. We surveyed 255 Extension agents and specialists from three U. S. states’ agricultural Extension systems with an instrument using six constructs measured as multi-item scales and demographic items. Data were analysed using SPSS 28.0 for descriptive and inferential statistics. The results indicated that Extension professionals were somewhat knowledgeable about PA but had low self-efficacy in promoting PA. In addition, a significant positive relationship existed between behavioural intention and performance expectancy, social influence, self-efficacy, effort expectancy, and facilitating conditions. Multiple regression results indicated that performance expectancy, social influence, and facilitating conditions significantly predicted behavioural intention to promote PA. The results underscore the importance of enhancing Extension professionals’ performance expectancy, social influence, and access to facilitating conditions to foster PA technology adoption. By addressing these key factors, stakeholders can develop strategic initiatives that not only improve PA knowledge transfer but also contribute to the broader goals of sustainable agricultural practices and the achievement of multiple Sustainable Development Goals. We recommend that future research can further evaluate and validate the key factors that have been identified as contributing to the dissemination of PA, thereby improving land sustainability and food security.