European farmers' perceptions and intentions to use bio-based fertilisers: Insights from the theory of planned behaviour and perceived utility

Abstract

Bio-based fertilisers, derived from diverse biological waste and processing technologies, have shown promising efficiency. However, the successful introduction of newly developed bio-based products in the market remains a challenge due to insufficient information on optimal marketing strategies. In this study, we examine farmers' perceptions regarding the acceptance of bio-based fertilisers in the EU. This research utilizes the Theory of Planned Behaviour (TPB) and an extended version with Perceived Utility as a mediating variable, using two distinct Structural Equation Models (SEMs) for analysis. Data were collected via an online questionnaire distributed across the EU 27 (n=332). Our findings reveal that farmers make rational decisions about fertiliser use, striving to maximize utility. Intentions to adopt bio-based fertilisers are strongly linked to attitudes, subjective norms, and perceptions of utility. Social networks and expert acceptance play a crucial role in shaping farmers' intentions. To enhance utility perception and encourage adoption, targeted marketing strategies should address key social groups, providing comprehensive information on the benefits and costs of implementation. Moreover, ensuring price stability through effective regulatory tools and mechanisms is vital for successful integration into the market. These insights offer valuable guidance to policymakers and the fertiliser industry, facilitating the introduction of bio-based fertilisers into the EU market.