Early Adopters and the Diffusion of Information in Groups of Farmers

Peer-to-peer knowledge diffusion is increasingly recognised as a key mechanism in various economic contexts and may play a crucial role in fostering the adoption of new agricultural practices among farmers, including some that relate to agroecology. However, the conditions for effective peer learning remain poorly understood, particularly regarding the role of the injection point – the first individual to receive information – within a peer group. We conduct a randomized controlled trial (RCT) with roughly 850 voluntary French farmers, randomly assigned to peer groups on a digital communication platform. Over an 18-month period, one farmer per treated group receives information on agroecology, serving as the injection point for diffusion. Treatment varies according to whether the injection point is an early adopter of agroecology or an ordinary peer. A benchmark group receives direct broadcasting of the information, so that it is directly accessible for all members. Results from the experiment show that injection points relay only a small fraction of the information to their peer groups, which ultimately results in better performance of the broadcasting diffusion strategy. However, recipients are more likely to read a post shared by an injection point than the same post when broadcasted. This highlights a trust effect coming from peer endorsement, a promising finding for the future of peer-to-peer learning policies.