Going organic or staying traditionalistic? The role of agriculture information system

Purpose - The purpose of this study is to examine how use of agriculture information systems could impact farmers' intention to convert from traditional to organic agriculture production in the mountainous areas of Northern Vietnam, based on a research framework developed from integrating Diffusion of Innovation Theory and Theory of Planned Behavior. Specifically, the authors aim to test the direct impact of use of agriculture information systems on converting intention and the interaction between use of agriculture information systems and perceived economic benefits, perceived non-economic benefits of organic production and market access on the formation of converting intention. Design/methodology/approach - Data were collected from a sample survey that included 634 agriculture-producing households in Thai Nguyen, Tuyen Quang and Cao Bang provinces of Northern Vietnam. The logistic regression was used for data analysis. Findings - Research findings indicate that perceived economic benefits, non-economic benefits, market access and use of agriculture information systems positively support the converting intention. Moreover, the use of information systems strengthens the links between the converting intention and perceived economic benefits, perceived non-economic benefits and market access. Originality/value - This research is innovative in incorporating the use of agriculture information systems as both direct contributor and moderator in converting decisions.