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Farmers' willingness to participate in a big data platform

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  • 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. Sykuta, Michael E., 2016. "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, June.
    3. MacDonald, James M., 2017. "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, April.
    4. Susan Athey & Christian Catalini & Catherine Tucker, 2017. "The Digital Privacy Paradox: Small Money, Small Costs, Small Talk," NBER Working Papers 23488, National Bureau of Economic Research, Inc.
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    Cited by:

    1. 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.
    2. Wysel, Matthew & Baker, Derek & Billingsley, William, 2021. "Data sharing platforms: How value is created from agricultural data," Agricultural Systems, Elsevier, vol. 193(C).
    3. 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.
    4. 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.

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