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The Impact of Personal Attitudes on Cereal Variety Adoption Decisions in Alberta

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  • Cole, Jesse

Abstract

The goal of this study was to help guide development efforts of a current breeding program underway in Saskatoon, Saskatchewan, aimed at producing new cold tolerant cereal varieties. In order to maximize the impact of research dollars and efficiently meet the needs of producers in the realm of technology provision, it is helpful to understand the types of producers who might use the new varieties. A survey was used, in Alberta, Canada, to obtain data on producer attitudes affecting adoption of new technology, particularly in adopting a future cold tolerant cereal variety. The survey was structured with demographic, attitudinal and stated choice questions. A conditional logit regression model was used to estimates the probability of adoption based on the survey responses. Principal component analysis was used to limit the number of variables in the regression. Willingness to pay calculations are then made based on the selected logit model. Frost tolerance is found to be the most desired trait over a decrease in degree days for the sample population. Certain producer characteristics (attitudes towards risk, for example) were found to impact on the estimated willingness to pay for frost tolerance and decreased days to maturity.

Suggested Citation

  • Cole, Jesse, 2007. "The Impact of Personal Attitudes on Cereal Variety Adoption Decisions in Alberta," SS-AAEA Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 2007, pages 1-25.
    • Handle: RePEc:ags:ssaaea:113239
    DOI: 10.22004/ag.econ.113239
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    References listed on IDEAS

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