Abstract
The study of consumer behaviour has gained importance since it is used to pinpoint the elements that influence consumers’ decisions to embrace or reject innovations. This study seeks to understand adoption and use of agricultural technologies through the analysis of Ghanian farmers’ personal elements as inherent in consumer behaviour. Using a quantitative research methodology, 285 rural rice farmers in Ghana's Volta Region were randomly selected to participate in a cross-sectional survey that was used to gather data. The structural equation modelling method was used to test respondents’ attitude, perceived complexity and self-efficacy to adopt agricultural technology. This study found that a farmer’s attitude and self-efficacy to adopt and use agricultural technology were significantly positively correlated. The decision of adoption and use technology is however complex based on the varied attitude, self-efficacy and the technical requirement of the specific technology. The implication for this finding is relevant for technology marketing and regulatory policy to promote and support technology adoption and use by farmers in Ghana. The results, though relevant and valid in consumer behaviour and marketing, application context may vary widely requiring consideration of other variable for adaptation as envisaged in international marketing.
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