Dutch Farmer’s Perspective and Practice on Satellite Data Systems in northern Gelderland
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2025-06-20
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en
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This bachelor thesis studies factors influencing usage and adoption rates of satellite data systems by Dutch farmers in northern Gelderland. Precision agriculture becomes increasingly important for reaching sustainability goals, yet adoption of innovative technologies lags behind. To understand innovation usage behaviour three theoretical models were applied: UTAUT, UTAUT2 and TAM2. Research was conducted by qualitative semi-structured interviews with farmers of different ages, disciplines, farm sizes and experience. After data collection, the results were analysed through hybrid coding and abductive interpretation.
Important observed factors influencing usage behaviour were; expected performance, expected effort, social influence, facilitating conditions, price value and behavioural intention. Usability and understandability were crucial for willingness to use satellite data systems. Understandability influenced perceived usefulness, affecting behavioural intention and usage behaviour. Support and infrastructure can improve understandability and perceived usefulness, increasing willingness to use satellite data systems. Additionally, positive social influence may nudge non-users into adoption of satellite data systems.
Currently usage behaviour is low, possibly due to farmers not fully understanding satellite data systems. Further technological development and improved dialogue between farmers and advisors may improve usage behaviour. Since interpretation was abductive, causal influences remain unproven; further research is necessary for validation and generalization.
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Faculteit der Managementwetenschappen