Personality or Context: A study of innovation and adoption in agriculture

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Personality or Context: A study of innovation and adoption in agriculture. Consumer behaviour theory suggests that most farmers should be highly motivated, discriminating purchasers of agricultural technology. This suggests that most farmers can be innovators and therefore, differences in farmers' adoption behaviour reflect real differences in farming contexts and experiences. This project will test a consumer behaviour model of innovation adoption in agriculture using horticulure as a case study. The project will assist agencies working in this area to develop a better understanding of the principles governing the adoption of agricultural innovations and provide more effective extension programs.