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Precision farming (PF) technologies can help to mitigate the environmental impact of agriculture by reducing fertiliser use and irrigation while saving cost for the farmer. However, these technologies are not widely adopted in Europe. We study farmers’ willingness to adopt PF technologies based on a choice experiment. Among other determinants, we explore the role of social influence for the valuation of PF technology features. The data are analysed using mixed and latent class logit models. Our results show that knowledge of fellow farmers who adopted the technology positively influences the valuation of PF technology features, stressing the importance of networks.

Abstract:The sustainable management of water resources plays a key role in Mediterranean viticulture, characterized by scarcity and competition of available water. This study focuses on estimating the evapotranspiration and crop coefficients of table grapes vineyards trained on overhead "tendone" systems in the Apulia region (Italy). evapotranspiration derived from remotely-sensed data could be helpful for downscaling to the field the local weather conditions and agronomic practices and thus may be the basis for supporting grape growers and irrigation managers.

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