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Farmers' willingness to participate in a big data platform

Author

Listed:
  • Madeline Turland
  • Peter Slade

Abstract

This paper uses a hypothetical choice experiment to examine farmers' willingness to share their farm data with a big data platform. We found that, on average, 36% of farmers are willing to join such a platform. Participation is affected by the characteristics of both the platform and the farmer. The organization operating the big data platform is particularly important: farmers are most willing to share their data with university researchers and least willing to share their data with government. Not surprisingly, farmers with strong privacy preferences are less likely to join a big data platform. However, we found that relatively small financial and nonfinancial benefits significantly increased participation, even among farmers who stated strong privacy preferences. [EconLit classifications: Q12, Q16, Q18]

Suggested Citation

  • Madeline Turland & Peter Slade, 2020. "Farmers' willingness to participate in a big data platform," Agribusiness, John Wiley & Sons, Ltd., vol. 36(1), pages 20-36, January.
    • Handle: RePEc:wly:agribz:v:36:y:2020:i:1:p:20-36
    DOI: 10.1002/agr.21627
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    References listed on IDEAS

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    1. Carbonell, Isabelle M., 2016. "The ethics of big data in big agriculture," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 5(1), pages 1-13.
    2. MacDonald, James M., . "Mergers and Competition in Seed and Agricultural Chemical Markets," Amber Waves:The Economics of Food, Farming, Natural Resources, and Rural America, United States Department of Agriculture, Economic Research Service, issue 03.
    3. Athey, Susan & Catalini, Christian & Tucker, Catherin E., 2017. "The Digital Privacy Paradox: Small Money, Small Costs, Small Talk," Research Papers 3498, Stanford University, Graduate School of Business.
    4. Sykuta, Michael E., . "Big Data in Agriculture: Property Rights, Privacy and Competition in Ag Data Services," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(A), pages 1-18.
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    Citations

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    Cited by:

    1. Mu, Pengyun & Zhang, Shoufu, 2024. "Role of homestead system reform in rural common prosperity," Finance Research Letters, Elsevier, vol. 69(PB).
    2. Juan D. Borrero & Jesús Mariscal, 2022. "A Case Study of a Digital Data Platform for the Agricultural Sector: A Valuable Decision Support System for Small Farmers," Agriculture, MDPI, vol. 12(6), pages 1-15, May.
    3. Yiwu Zeng & Baogang Li & Lili Li & Guojun Zhang, 2026. "The drivers and income effect of big data use by e-commerce farmers: evidence from China," Electronic Commerce Research, Springer, vol. 26(1), pages 833-862, February.
    4. Guang Han & Meredith T. Niles, 2023. "Interested but Uncertain: Carbon Markets and Data Sharing among U.S. Crop Farmers," Land, MDPI, vol. 12(8), pages 1-18, August.
    5. Yafei Cui & Lili Li & Yiwu Zeng & Hengyi Zhang & Baogang Li, 2025. "Big data products and income inequality of e-commerce farmers: evidence from China," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-17, December.
    6. Barituka Bekee & Michelle S. Segovia & Corinne Valdivia, 2024. "Adoption of smart farm networks: a translational process to inform digital agricultural technologies," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 41(4), pages 1573-1590, December.
    7. Anna Gieß & Andreas Hutterer, 2025. "The Future of Data Management: A Delimitation of Data Platforms, Data Spaces, Data Meshes, and Data Fabrics," Information Systems and e-Business Management, Springer, vol. 23(4), pages 971-997, December.
    8. Yiwu Zeng & Lili Li & Baogang Li & Huanxin Gong & Guojun Zhang, 2025. "Impact of Big Data Products on the Entrepreneurial Performance of E-Commerce Farmers: Evidence from China," SAGE Open, , vol. 15(2), pages 21582440251, June.
    9. Wysel, Matthew & Baker, Derek & Billingsley, William, 2021. "Data sharing platforms: How value is created from agricultural data," Agricultural Systems, Elsevier, vol. 193(C).
    10. Rachel A. Bahn & Abed Al Kareem Yehya & Rami Zurayk, 2021. "Digitalization for Sustainable Agri-Food Systems: Potential, Status, and Risks for the MENA Region," Sustainability, MDPI, vol. 13(6), pages 1-24, March.
    11. ANTONIOLI Federico & ISBASOIU Ancuta & CIAIAN Pavel & TUR CARDONA Juan & FELLMANN Thomas, 2024. "Challenges and opportunities in data collection for sustainable farming: Lessons from EU certification schemes," JRC Research Reports JRC138225, Joint Research Centre.

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