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A Comparative Study of the Influence of Communication on the Adoption of Digital Agriculture in the United States and Brazil

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  • Joana Colussi

    (Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, Urbana, IL 61801, USA
    School of Business Administration, Federal University of Rio Grande do Sul, Porto Alegre 90010-460, Brazil)

  • Steve Sonka

    (Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, Urbana, IL 61801, USA)

  • Gary D. Schnitkey

    (Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, Urbana, IL 61801, USA)

  • Eric L. Morgan

    (Department of Natural Resources & Environmental Sciences, University of Illinois at Urbana-Champaign, Urbana, IL 61801, USA)

  • Antônio D. Padula

    (School of Business Administration, Federal University of Rio Grande do Sul, Porto Alegre 90010-460, Brazil)

Abstract

Digital agriculture has been developing rapidly over the past decade. However, studies have shown that the need for more ability to use these tools and the shortage of knowledge contribute to current farmer unease about digital technology. In response, this study investigated the influence of communication channels—mass media, social media, and interpersonal meetings—on farmers’ adoption, decision-making, and benefits obtained using technologies. The research uses data from 461 farmers in Brazil and 340 farmers in the United States, leaders in soybean production worldwide. The results show differences and similarities between these countries. LinkedIn has the highest positive association in Brazil between the communication channels and the digital agriculture technologies analyzed. In the United States, YouTube has the highest positive correlation. The overall influence of social media among Brazilian farmers is higher than among American farmers. The perceived benefits of using digital tools are more strongly associated with mass media communication in the United States than in Brazil. Regarding farm management decision-making, the study showed a higher relevance of interpersonal meetings in Brazil than in the United States. Findings can aid farmers, managers, academics and government decision makers to use communication channels more effectively in evaluating and adopting digital technologies.

Suggested Citation

  • Joana Colussi & Steve Sonka & Gary D. Schnitkey & Eric L. Morgan & Antônio D. Padula, 2024. "A Comparative Study of the Influence of Communication on the Adoption of Digital Agriculture in the United States and Brazil," Agriculture, MDPI, vol. 14(7), pages 1-18, June.
    • Handle: RePEc:gam:jagris:v:14:y:2024:i:7:p:1027-:d:1424269
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    References listed on IDEAS

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    1. Roberts, Roland K. & English, Burton C. & Larson, James A. & Cochran, Rebecca L. & Goodman, W. Robert & Larkin, Sherry L. & Marra, Michele C. & Martin, Steven W. & Shurley, W. Donald & Reeves, Jeanne , 2004. "Adoption of Site-Specific Information and Variable-Rate Technologies in Cotton Precision Farming," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 36(1), pages 1-16, April.
    2. Sonka, Steven T. & Lins, David A. & Schroeder, R. Christopher & Hofing, S.L., 1999. "Production Agriculture As A Knowledge Creating System," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 2(2), pages 1-14.
    3. Joana Colussi & Eric L. Morgan & Gary D. Schnitkey & Antônio D. Padula, 2022. "How Communication Affects the Adoption of Digital Technologies in Soybean Production: A Survey in Brazil," Agriculture, MDPI, vol. 12(5), pages 1-24, April.
    4. Keith H Coble & Ashok K Mishra & Shannon Ferrell & Terry Griffin, 2018. "Big Data in Agriculture: A Challenge for the Future," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 40(1), pages 79-96.
    5. Schimmelpfennig, David & Ebel, Robert, 2016. "Sequential Adoption and Cost Savings from Precision Agriculture," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 41(1), pages 1-19, January.
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