Perception and acceptance of robots in dairy farming—a cluster analysis of German citizens

Abstract

AbstractSocietal attitude acceptance can influence the digital transformation in agriculture. Digital technologies, such as robots in dairy farming, can lead to more sustainable, animal welfare-friendly and consumer-oriented milk production. This study used the example of the milking and feeding robots to investigate whether society accepts the use of robots in dairy farming and whether there are differences in society based on perceived risks and opportunities of digitalization in dairy farming and acceptance. To this end, an online-based study was conducted with a total of 1007 citizens in Germany. Overall, the respondents in this study suspect that the use of robots in dairy farming is associated with various risks but also with opportunities for society and for farmers in particular. However, these attitudes are quite heterogeneous. Four clusters could be identified: “proponents of robots”, “indifferent citizens”, “skeptical citizens”, and “critical supporters of robots”. Proponents of robots see only opportunities and little risks, whereas the critical citizens perceive not only opportunities but also many risks of using robots in dairy farming. The indifferent citizens show a rather indifferent attitude, in contrast to the skeptical citizens, who reject the opportunities at the societal level, while they agree with the opportunities of robots for farmers. This research contributes to understanding societal attitudinal acceptance and highlights differences in society that can help inform future decisions about the development and adoption of robots in dairy farming.