Attitude toward innovation and its implications for rural community development in Mexican peasant organizations

Abstract

ABSTRACT Resistance to change and a negative attitude toward innovation (ATI) are attributes often associated to rural communities. Studies on rural ATI focus on technological adoption, but sociopsychological aspects are little explored. This article identifies the factors influencing the ATI in Mexican peasant organizations, using a systemic model with an individual sphere (affective and cognitive components), a social sphere (social capital, information, cultural values) and a territorial sphere. A semi-structured questionnaire was applied to 123 members of six peasants organizations in a tropical region. In the individual sphere, results showed a balance between affective and cognitive components. In the social sphere, high social capital and good information access promote a positive ATI, while cultural values do not appear as relevant barriers. Practical implications include the stigmatization eradication of rural communities as non-innovative, and their recognition as sensitive subjects building their ATI facing risks in adverse territorial contexts.