Technology adoption processes

Technology adoption is a result of the accumulation of knowledge and information, and successive decisions about implementation of a new technology (Korsching et al., 1983;

Bentham, 2000). In other words, a new technology is adopted in stages. The success or end result of technology transfer is the long-term adoption of a new technology by farmers. Thus, the adoption rate of a new technology by producers is one of the

measurements of the success of technology transfer activities. Adoption of agricultural technology is well studied; however, the concept of agricultural technology transfer involves a huge variety of concerns and problems (Sajjapongse and Maglinao, 1998).

Therefore, being sensitive and alert to farmers concerns and the factors that influence their decision to accept a new technology or not is very crucial to achieve widespread adoption. Some of these factors are personal and under farmers’ control and some are independent and beyond their control. Often, scientists or researchers in different disciplines lack knowledge and understanding of other areas that might have significant influence on their work, both indirectly and directly. Hence, it becomes very important to develop an understanding of the whole system in relation to its technological,

economical, social, cultural, and environmental aspects.

Achieving widespread adoption of new technology takes time and effort. It does not happen suddenly. Several models have been designed to describe the technology transfer process and adoption stages with the logic being similar in each process (Hall, 2003; Lamble, 1984; Rogers and Shoemaker, 1971; Bentham, 2000). Generally, they describe four steps or phases of the adoption process by farmers: 1) accumulating and

gathering of information about a new technology, 2) attributing and persuasion of new technologies, 3) making initial decision to adopt the technology providing they can find necessary resources, and 4) finally, confirming their decision to adopt, and adopting the technology. The following are descriptions of these four steps taken by farmers.

Acquisition and gathering of information about a new technology—Farmers are first exposed to the existence of new practices and start to build some understanding about them. However, this acquisition process continues throughout all stages until adoption takes place. Lamble (1984) further breaks this stage into three steps. First, farmers just became aware of the new technology and its main features. Second, farmers develop knowledge and understanding about the proper application of the new technology within their farming systems. Finally, they become familiar with the

underlying principles and theories about the new technology. This is a crucial step for extension agents who are promoting a new technology as it gives the first impression about the new technology or practices. Providing accurate, detailed, and targeted information at this stage may accelerate the process if it first creates an interest in the farmers..

Attribute and persuasion towards new technologies and practices—Accumulation of knowledge and information about the new technology helps farmers decide to adopt the technology if it creates a favorable attitude towards the new technology. Knowing the advantages and disadvantages of new technologies may not convince farmers to accept that technology. According to Lamble (1984), three main factors influence farmers’ persuasion. They include an individual’s personality, ability to comprehend the future impacts, and friends and neighbors. This stage involves considerable extension effort and activities. If the decision will ever be made to adopt the technology, it will begin at this stage.

Adoption decision—In this stage, individuals make many evaluations based on information they receive through extension activities. As a result of these evaluations, farmers make their choice to adopt or reject the innovation. Often, farmers will go through a trial stage where they try a new practice on a small area of land before they

make their final decision about adoption. The level of satisfaction gained through a trial or demonstration stage influences farmers quite significantly towards accepting the new technology. On-farm demonstrations using smaller land areas help to build confidence or assurance in farmers to make the leap to adoption for their entire farming operation.

Confirmation of the decision—During this stage, farmers continue to seek more information to prove their decision is correct. However, if there is an issue or conflict, often farmers look for more information that will eliminate, solve, or at least explain the cause of the problem. In this stage, much thinking and rethinking is required.

Sometimes, it leads to refinement of the technology, or potential rejection of the new practice. Normally, in this stage, farmers are quite unsure about their decision to adopt.

A model that was developed by Maglinao and Phommasack (1998) (Figure 5) has one additional stage to that described above—implementation. Implementation is similar to the trial stage that was mentioned previously, but on a larger scale. It should be noted that none of these models mentions rejection after the decision and/or confirmation. It is possible that farmers change their decision after using the technology for a little while due to cost, family issues, market, and so on.

Figure 5. Stages of adoption and decision-making processes (Maglinao and Phommasack, 1998)

Knowledge Persuasion Decision Implementation Confirmation

1 ² 3 4 5

Adoption Continued adoption Later adoption

Discontinuance of adoption Rejection Continues rejection

Maglinao and Phommasack (1998) stated that knowledge is gained when an individual first learns about an innovation and gathers information about how it functions. Through persuasion, a farmer forms a favorable or unfavorable attitude towards the innovation, and that leads to the decision to adopt or reject. If a farmer develops a positive attitude towards the new technology, then the idea of implementation or demonstration will follow. Implementation (trial) occurs when farmers put the innovation into use. However, as the previous model suggested, the decision for adoption and putting it to use may still be changed if a farmer’s experience is not to his/her satisfaction (Maglinao and Phommasack, 1998). Hall (2003) stated that adoption of new technology is an ongoing process and it often leads to continuous modification in knowledge and farming