INTENTION OF SMALL-SCALE COW DAIRY PRODUCERS TO USE MAIZE SILAGE, AND THE ROLE OF FRIENDSHIP NETWORK IN THE COMMUNICATION OF THE INNOVATION

Dalia Andrea Plata-Reyes, Julieta Gertrudis Estrada-Flores, Adolfo Armando Rayas-Amor, Carlos Galdino Martínez García

Abstract


Background: The adoption of agricultural technologies, such as maize silage is influenced by various factors, as highlighted by studies based on the Theory of Reasoned Action and the Theory of Planned Behaviour. These theories identify key determinants of technology adoption among small-scale dairy farmers in central Mexico, including characteristics like age, experience and production unit conditions. Objective: The aim of this work is to identify factors influencing small-scale dairy farmers to adopt corn silage and to explore the role of their friendship networks in spreading innovation. Methodology: The study was conducted in the municipality of Aculco, State of Mexico. The information was collected through a questionnaire administered to 106 farmers, who were selected through snowball sampling method. Farmers' intention and the three components of the Theory of Planned Behaviour (TPB): Attitude, Subjective Norm, and Perceived Behavioural Control, were measured using a five-point Likert scale. A hierarchical multiple regression model was conducted to analysed the data. To identify the friendship network among farmers, a binary symmetric matrix was created. It is characterized by an equal number of rows and columns. Each cell contains a value of 1 or 0, where 1 indicates the presence of friendship and 0 indicates absence. The Social Network Analysis (SNA) identified key actors for innovation diffusion based on centrality measures such as degree, betweenness, and closeness. Results: Dairy farmers' intention to adopt maize silage were influenced by their beliefs about the innovation, social referents, age, and the number of lactating cows. A lack of knowledge and training was identified as a significant constraint. Additionally, 79% of farmers were involved in the friendship network. Implications: Two key nodes in the network were identified as potential drivers for disseminating information to other farmers. These individuals could play an important role in promoting maize silage adoption among those who have not yet implemented the innovation. Conclusions: Farmers' intentions were shaped by beliefs, social referents, age, and the number of lactating cows. Additionally, friendship networks emerged as a valuable channel for communicating and spreading information about maize silage adoption, highlighting the importance of social connections in agricultural innovation.

Keywords


Technology; extension; dissemination; social network; nodes.

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References


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URN: http://www.revista.ccba.uady.mx/urn:ISSN:1870-0462-tsaes.v28i1.58348

DOI: http://dx.doi.org/10.56369/tsaes.5834

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