Yue, Meng;Li, Wen-jing;Jin, Shan;Chen, Jing;Chang, Qian;Jones, Glyn;Cao, Yi-ying;Yang, Gui-jun;Li, Zhen-hong;Frewer, Lynn J.

Huazhong Agr Univ, Coll Econ & Management, Wuhan 430070, Peoples R China;Beijing Acad Agr & Forestry Sci, Informat Technol Res Ctr, Beijing 100097, Peoples R China;Changan Univ, Coll Geol Engn & Geomat, Xian 710054, Peoples R China;Chinese Acad Agr Sci, Inst Agr Econ & Dev, Beijing 100081, Peoples R China;Newcastle Univ, Sch Nat & Environm Sci, Newcastle Upon Tyne NE1 7RU, England;Fera Sci Ltd, Inst Agrifood Res & Innovat, York YO41 1 LZ, England;Beijing Acad Agr & Forestry Sci, Informat Technol Res Ctr, Key Lab Quantitat Remote Sensing Agr, Minist Agr & Rural Affairs, Beijing 100097, Peoples R China;RSK ADAS Ltd, Helsby WA6 0AR, England

precision technologies;apple production;precision pesticides;willingness to adopt;willingness to pay

The research aimed to understand farmers' willingness to adopt (WTA) and willingness to pay (WTP) for precision pesticide technologies and analyzed the determinants of farmers' decision-making. We used a two-stage approach to consider farmers' WTA and WTP for precision pesticide technologies. A survey of 545 apple farmers was administered in Bohai Bay and the Loess Plateau in China. The data were analyzed using the double-hurdle model. The results indicated that 78.72% of respondents were willing to apply precision pesticide technologies provided by service organizations such as cooperatives and dedicated enterprises, and 69.72% were willing to buy the equipment for using precision pesticide technologies. The results of the determinant analysis indicated that farmers' perceived perceptions, farm scale, cooperative membership, access to digital information, and availability of financial services had significant and positive impacts on farmers' WTA precision pesticide technologies. Cooperative membership, technical training, and adherence to environmental regulations increased farmers' WTP for precision pesticide technologies. Moreover, nonlinear relationships between age, agricultural experience, and farmers' WTA and WTP for precision pesticide technology services were found.