Understanding the public attitudinal acceptance of digital farming technologies: a nationwide survey in Germany

Abstract

The magnitude of public concerns about agricultural innovations has often been underestimated, as past examples, such as pesticides, nanotechnology, and cloning, demonstrate. Indeed, studies have proven that the agricultural sector presents an area of tension and often attracts skepticism concerning new technologies. Digital technologies have become increasingly popular in agriculture. Yet there are almost no investigations on the public acceptance of digitalization in agriculture so far. Our online survey provides initial insights to reduce this knowledge gap. The sample (n = 2012) represents the German population in terms of gender, age (minimum 18 years), education and size of place of residence. Results showed that if the potential of digital farming technologies (DFT) regarding animal welfare and environmental protection was described, respondents reacted positively. Thus, the general attitudes of respondents toward the benefits of DFT were mostly positive. The approval to increasing adoption rates of particular DFT by providing subsidies was also high. Linear regression models showed that the dominant positive influences on respondents' attitudes toward the benefits of DFT were a generally positive attitude toward farming and a strong trust in farmers in Germany. Confronting respondents with pictures showing DFT resulted in many spontaneous negative associations and general criticism of agricultural production. The latter holds true for DFT in animal husbandry in particular. However, as agriculture as a whole is criticized by many groups in Germany, it is unlikely that benefits from digitalization will significantly increase the public acceptance of agriculture as a whole.

Acceptance of artificial intelligence in German agriculture: an application of the technology acceptance model and the theory of planned behavior

“…Nevertheless, the positive direction of the path coefficient shows that a positive public discussion about AI and digitalization in agriculture could increase farmers' acceptance of AI systems. In line with this, a representative survey by Pfeiffer et al (2021) shows that the population remains alienated from agriculture and currently has a low level of knowledge about modern production processes. Digital technologies are only evaluated positively among consumers after having received an explanation of their potential.…”

“…To date, public knowledge of agricultural production processes is rather limited. Due to the alienation of society from food production, the media increasingly shape ideas about agricultural production processes (Pfeiffer et al, 2021). On the one hand, an idyllic image of agricultural production is conveyed through media representations (Albersmeier et al, 2008).…”

“…At the same time, consumers are demanding environmentally friendly farming practices and greater animal welfare (Zander et al, 2013), which could be achieved by using new technologies. According to this, a conflict of interest is emerging between societal expectations of natural and sustainable agriculture, and technical developments in the agricultural sector which could reduce public acceptance of a more digitalized agriculture (Dessart et al, 2019;Pfeiffer et al, 2021). Thus, this factor relates to the farmers' perception of what the public or stakeholders expect in terms of their willingness to use a new technology such as AI systems.…”

Exploring the readiness of publicly funded researchers to practice responsible research and innovation in digital agriculture

“…There is a need to consider how this resistance to such engagement may play out specifically in digital agriculture, as there has been little scientific inquiry in this area to date, despite emerging evidence to suggest it will be of increasing importance for the future integration and acceptance of these technologies at market level. A recent survey of the German general population found relatively high public support for funding of research for digital farming livestock technologies, but also identified a growing disconnect between the general public and the agricultural sector which led to emotionally driven concerns about these technologies (Pfeiffer, Gabriel, and Gandorfer 2021). Given that societal reactions to modern livestock practices often generate much debate (Boogaardt et al 2011), the means and extent to which the general public are engaged in both conversations and innovation processes is an area of inquiry deserving of more reflection.…”

Ethics of Digital Animal Farming

“…Results in different European countries show that there is a general positive reaction to the potential of farming technologies, through enhancing health and welfare of the animals and addressing environmental issues (Krampe et al, 2021;Pfeiffer, Gabriel and Gandorfer, 2021), but other citizens' attitudes can be negative (Giersberg and Meijboom, 2021). When presented with pictures of such digital systems, respondent's attitudes changed to a negative association and criticism (Pfeiffer, Gabriel and Gandorfer, 2021), and many fears are present including the intense industrialization of livestock farming and data misuse and criminality (Krampe et al, 2021). Such studies shows that the promising aspects of precision livestock farming cannot neglect the societal attitude towards this digitalization, and that such surveys can contribute to the development of PLF technologies.…”