The public perception of Precision Agriculture Technologies in the Netherlands

Abstract

The agricultural sector faces great sustainability challenges due to issues like soil degradation, water pollution, biodiversity loss, and climate change, hindering the achievement of Sustainable Development Goals. It is important to address these issues to balance sustainable agriculture with food security. To achieve this goal, solutions like intensifying sustainable agriculture via digital technologies (Agriculture 4.0) have emerged.

One such technology is precision agriculture. Precision Agriculture Technologies (PATs) offer significant potential for enhancing sustainable agriculture by optimizing crop yields and fertilizer use. However, their adoption faces challenges due to potential drawbacks such as high investment, which is often overlooked when assuming universal adoption. This study aims to explore public perceptions of PATs in the Netherlands, essential for aligning technology with societal needs.

This exploration was done by analyzing Dutch newspaper articles, using Klerkx et al.’s (2019) framework on agricultural digitalization for categorization. The primary finding unveiled that the public leans positively towards PATs, but not unconditionally. Analysis revealed alignment between the Dutch public and Klerkx et al.'s identified societal implications, yet unveiled additional aspects regarding trust issues on technological effectiveness that were previously unacknowledged. Moreover, it uncovered conditions necessary for successful PAT adoption and integration within the agricultural system.

These conditions guide PAT developers to incorporate public needs, enhancing technology acceptance, and aligning innovations with societal values. Public perceptions of PATs can influence policy-making, aiding policymakers in crafting inclusive technology adoption policies, thereby boosting adoption rates, addressing environmental sustainability, and food security challenges. This study pioneers understanding public views on PATs in the Netherlands, extending agricultural tech perception studies. It addresses prior misconceptions and informs precision agriculture-specific innovation models, contributing to the acceleration of technology adoption on farms.