2022 journal article
A Theory of Planned Behavior-Informed Evaluation of Growers' Intent to Use Automated Nursery Technologies
HORTICULTURAE, 8(11).
author keywords: automated nursery technologies; descriptive norms; injunctive norms; irrigation application; plant transport; plant handling; agrochemical application; labor shortage; technology clusters
open access via www.mdpi.com (publisher PDF)
UN Sustainable Development Goal Categories
2. Zero Hunger
(Web of Science)
4. Quality Education
(Web of Science)
8. Decent Work and Economic Growth
(OpenAlex)
12. Responsible Consumption and Production
(Web of Science)
13. Climate Action
(Web of Science)
14. Life Below Water
(Web of Science)
15. Life on Land
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Source: Web Of Science
Added: November 28, 2022
Labor scarcity and rising production costs due to increasing labor wages and benefits are key concerns among nursery growers. Automated nursery technologies are a means to address labor challenges, but they are not widely adopted. The research objective was to use the Theory of Planned Behavior to evaluate nursery growers’ intention of using automated technologies in their operations to support future educational initiatives. Using a mixed-mode survey, four technology clusters, or a grouping of connected ideas, were examined: Irrigation application, Plant transport, Plant handling, and Agrochemical application. Overall intent to adopt technologies within each cluster was neutral but slightly negative. Attitudes towards adopting automated nursery technologies and perceptions of others’ approval for adoption were positive, and perceived behavioral control and perceptions of others’ adoption were neutral. When used to predict likelihood of adoption through multiple linear regression models, there was variability in characteristics that predicted intent to adopt technologies within each cluster with attitude being the most consistent predictor across the clusters. There were both positive and negative relationships between the social norms variables and behavioral intent. Overall, social norms and attitudes appear to be among the most important characteristics in disseminating automated nursery technology adoption to address labor issues.