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What motivates top fruit growers to adopt precision variable rate spray systems? An application of Q methodology

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  • Henderson, Stuart
  • Fraser, Iain

Abstract

As fruit prices increase by less than inflation and farm subsidies in England are being reduced, growers may need to adopt a new technology such as a Precision Variable Rate Spray (PVRS) system to increase their yield of top-quality fruit and reduce their input costs. Engineering and agronomist researchers are developing and attempting to commercialise a PVRS system for use in top fruit orchards in England. A PVRS system targets a variable level of chemical application within specific sections of fruit trees within an orchard and are yet to be adopted by the industry. Q-methodology explores the stakeholder perspectives of what factors lead to the adoption of a PVRS system in orchard growing. Adoption cost relative to farm size, the attitude of the farmer towards adoption of new technologies in general as well as the environment and being able to demonstrate that the technology works are shown to be some of the most significant factors promoting adoption.

Suggested Citation

  • Henderson, Stuart & Fraser, Iain, 2026. "What motivates top fruit growers to adopt precision variable rate spray systems? An application of Q methodology," 100th Annual Conference, March 23-25, 2026, Wadham College, University of Oxford, Oxford, UK 397922, Agricultural Economics Society (AES).
    • Handle: RePEc:ags:aes026:397922
    DOI: 10.22004/ag.econ.397922
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    References listed on IDEAS

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    1. Barnes, A.P. & Soto, I. & Eory, V. & Beck, B. & Balafoutis, A. & Sánchez, B. & Vangeyte, J. & Fountas, S. & van der Wal, T. & Gómez-Barbero, M., 2019. "Exploring the adoption of precision agricultural technologies: A cross regional study of EU farmers," Land Use Policy, Elsevier, vol. 80(C), pages 163-174.
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