Growers’ adoption intention of innovations is crucial to establish a sustainable greenhouse horticultural industry: An empirical study in Flanders and the Netherlands
2022
Moons, Ingrid | De Pelsmacker, Patrick | Pijnenburg, Anne | Daems, Kristien | Van de Velde, LorensL.J.
In a project funded by the European Union, six high-tech innovations were developed to improve the energy-efficiency and sustainability of the greenhouse horticultural industry in the border region Flanders (Belgium) and the Netherlands, in a collaborative effort with various stakeholders. Although there is reason to be optimistic about the feasibility of these innovations, past experiences and research bear witness to the lack of adoption of climate-friendly technologies in the greenhouse horticultural industry. The current study reports the results of a mixed-method research project that explores the motivational drivers and barriers of the adoption of sustainable technological innovations by growers. The conceptual model is an extension of the Theory of Planned Behavior and is empirically tested by means of qualitative interviews with 28 growers and an online survey with 152 growers. The results show that attitude and subjective norm, but also company reputation, past experience with innovations, and sustainable orientation give insights into the adoption intention towards sustainable innovations. Managerial implications are offered as well.
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