The Diffusion of Innovations in Agricultural Circles

Dan, Viorela ; Osterheider, Angela und Raupp, Juliana (2019): The Diffusion of Innovations in Agricultural Circles. An Explorative Study on Alternative Antimicrobial Agents. In: Science Communication, Bd. 41, Nr. 1: S. 3-37

Abstract

The use of antibiotics in agriculture contributes to antimicrobial resistance. We surveyed German farmers (n = 336) on their intention to adopt alternative antimicrobial agents (AAA) and used the diffusion of innovations approach as a theoretical guide. (1) Farmers’ views regarding the relative advantage and complexity of AAA, (2) their use of and trust in information sources and channels, and (3) various individual and organizational characteristics were entered as predictors in two explorative models. While farmers’ intention to adopt AAA was generally very high, selected variables in all three categories predicted variations in the intensity of the adoption intention.

• Dokumententyp: Zeitschriftenartikel
• Fakultät: Sozialwissenschaften > Kommunikationswissenschaft
• Themengebiete: 000 Informatik, Informationswissenschaft, allgemeine Werke > 070 Publizistische Medien, Journalismus, Verlagswesen
• ISSN: 1552-8545
• Bemerkung: First Published online December 22, 2018
• Sprache: Englisch