Exploring farmers' perceptions of the technological characteristics of traceability systems

Abstract

CONTEXTChina is actively promoting traceability systems in the agricultural sector, yet widespread adoption among farmers remains limited. As farmers play a pivotal role in these systems, their perceptions significantly shape their participation in them. OBJECTIVEThe aim of this study is to explore the differences in farmers' perceptions of the technological characteristics of the traceability system. METHODSBased on the diffusion of innovations theory, this study uses the Q methodology to analyze and categorize farmers' perceptions of the technological characteristics of the traceability system. RESULTS AND CONCLUSIONSResearch has identified the presence of four distinct groups of farmers with different perceptions of technological characteristics. These groups respectively maintain a positive view of the traceability system, recognize its potential in environmental conservation, emphasis the importance of authentic traceability information, and expect governmental support. However, they generally perceive participation in the traceability system as incompatible with their abilities, knowledge, and available resources. Moreover, they generally recognize the traceability system's role in protecting consumer health. SIGNIFICANCEThe findings of this study provide practical insights for promoting the traceability system in agriculture, guiding its implementation and adoption. It also highlights the importance of considering farmers' perceptions and resources when improving new technologies, providing theoretical support for sustainable agricultural development.