Autonomous agriculture in public perception - German consumer segments’ view of crop robots

• DOI: 10.1016/j.compag.2022.107385
• Publication Date: 2022-09-19T17:45:31Z
• Authors: Olivia Spykman; Agnes Emberger-Klein; Andreas Gabriel; Markus Gandorfer
• Keywords: 0401 agriculture, forestry, and fisheries; 04 agricultural and veterinary sciences; ddc:

Public acceptance of agricultural technologies is an important determinant their success. In the case autonomous crop robots, recent research from Germany suggests that societal technology plays role for farmer robots. Yet little has been conducted so far into how public perceives like Investigating public's opinion on robots will provide answers to one farmers' questions in decision invest Through consumer segmentation and hypotheses-based characterization, specific groups with differing attitudes towards are identified. Two discrete choice experiments digital methods weed management (n = 675) tractor size degree autonomy 645), as part a larger representative survey 2,012), submitted Hierarchical Bayes estimation subsequent latent class analysis. The identified segments characterized approach hypotheses centering measured 5-point Likert-type items spontaneous image associations. Both subsamples can be segmented three groups, which comparable between socio-economic composition. Results suggest German largely positively inclined technologies. method control considered more than vehicle type (i.e., conventional or robot) autonomy. Only respective smallest two indicate indifference conservative perspective. Participants' attitude environmental preservation appears have positive influence evaluation To authors' best knowledge, this first investigation based large sample population four socio-demographic variables. It indicates most interested reduction agrochemicals plant production also accept achieve goal. Policymakers should make use these insights when communicating about novel agriculture extension agents relay information farmers, particularly those already investing