Identifying and understanding factors influencing the uptake of new technologies on dairy farms in SW England using the theory of reasoned action T. Rehman a, * , K. McKemey a , C.M. Yates a , R.J. Cooke b , C.J. Garforth a , R.B. Tranter a , J.R. Park a , P.T. Dorward a a School of Agriculture, Policy and Development, University of Reading, Earley Gate, P.O. Box 237, Reading RG6 6AR, UK b Epidemiology Research Unit, Inverness Veterinary Centre, SAC, Drummond Hill, Stratherrick Road, Inverness IV2 4JZ, UK Received 3 July 2005; received in revised form 3 September 2006; accepted 18 September 2006 Abstract Whilst much is known of new technology adopters, little research has addressed the role of their attitudes in adoption decisions; particularly, for technologies with evident economic potential that have not been taken up by farmers. This paper presents recent research that has used a new approach which examines the role that adopters’ attitudes play in identifying the drivers of and barriers to adoption. The study was concerned with technologies for livestock farming systems in SW England, specifically oestrus detection, nitrogen supply management, and, inclusion of white clover. The adoption behaviour is analysed using the social–psychology theory of reasoned action to identify factors that affect the adoption of technologies, which are confirmed using principal components analysis. The results presented here relate to the specific adoption behaviour regarding the Milk Development Council’s recommended observa- tion times for heat detection. The factors that affect the adoption of this technology are: cost effectiveness, improved detection and con- ception rates as the main drivers, whilst the threat to demean the personal knowledge and skills of a farmer in ‘knowing’ their cows is a barrier. This research shows clearly that promotion of a technology and transfer of knowledge for a farming system need to take account of the beliefs and attitudes of potential adopters. Ó 2006 Elsevier Ltd. All rights reserved. Keywords: Uptake of technology; Dairy farms; Theory of reasoned action; Principal component analysis 1. Introduction Sociologists are usually credited for developing research on the ‘adoption–diffusion’ process (Rogers, 1995) fol- lowed by economists, as for example Griliches (1957) in his pioneering study on the diffusion of hybrid corn, who introduced economic variables, particularly profitability, to explain differences in farmers’ adoption behaviour. This research had broadened by the 1970s, to focus on individ- ual decision-makers’ adoption decisions including tempo- ral and spatial aspects of diffusion. Economic studies emphasise the innovations themselves and characteristics of the adopters and the behavioural rules that farmers fol- low (see Ruttan, 1977, 1996). Few studies (Lynne et al., 1988; Lynne, 1995; Willock et al., 1999) have explored the motives and attitudes of adopters and non-adopters and related them to the process of adoption itself. Concern exists on the low adoption rates of certain tech- nologies with potential for use in British farming. The objective of the research reported here is to explore the rea- sons why livestock farmers in SW England (the counties of Cornwall, Devon and Dorset) adopt, or not, certain tech- nologies for use in milk production systems, particularly oestrus detection; fertiliser and slurry management; and inclusion of white clover in pastures. This research goes 0308-521X/$ - see front matter Ó 2006 Elsevier Ltd. All rights reserved. doi:10.1016/j.agsy.2006.09.006 * Corresponding author. Tel.: +44 118 378 8480; fax: +44 118 378 6747. E-mail address: t.u.rehman@reading.ac.uk (T. Rehman). www.elsevier.com/locate/agsy Agricultural Systems 94 (2007) 281–293 AGRICULTURAL SYSTEMS