Drivers and barriers to the adoption of precision irrigation technologies in olive and cotton farming—Lessons from Messenia and Thessaly regions in Greece

Abstract

Precision irrigation technologies have the ability to increase crop yields and productivity, optimize water use efficiency and minimise environmental impact. Despite this, adoption of precision irrigation technologies by farmers remains low and slow. This research investigated the behavioural factors that affect farmers’ intention to adopt precision irrigation technologies in olive groves and cotton production in the regions of Messenia and Thessaly of Greece respectively. Data were collected through in-depth face-to-face interviews using an extensive questionnaire, involving a sample of 82 farmer respondents. The findings reveal that environmental consciousness has the most substantial impact on farmers’ intention to adopt precision irrigation technologies. It is followed by perceived economic benefits, perceived behavioural control, and perceived compatibility, all of which contribute significantly to the intention to adopt. Furthermore, risk aversion, although displaying a smaller effect, remains a notable consideration in the analysis. These results offer valuable insights into technology adoption in agriculture and bear implications for future strategies and policy recommendations.