Perspectives on data sharing by Southern African horticultural farmers

Abstract

This study examines the perceptions of data sharing among Southern African horticultural farmers utilising a Digital Agricultural Application (DAA). Employing a quantitative methodology, the study collected insights from farmers and agronomists, exploring the roles of digital trust, perceived risks, and perceived benefits in influencing their decisions to share farm data. The findings indicated that, contrary to expectations, perceived risks and digital trust had a lesser impact on data sharing decisions, whereas perceived benefits significantly motivated farmers to share data. Factor and regression analyses challenged the initial assumptions, highlighting the complexity inherent in the decision-making processes of farmers. The research thus suggests that enhancing perceived benefits could be more effective in promoting data sharing than mitigating perceived risks. ii The study's results have been contextualised within the broader academic discourse, explaining deviations from, and nuances of, established research. It discussed the implications of these findings for developers of DAA and agribusiness stakeholders, aiming to enhance technology adoption within agriculture. By integrating theoretical frameworks with practical applications, such as incorporating community feedback mechanisms like testimonial systems and discussion forums into DAA, visibility of benefits was enhanced and trust was established, thereby encouraging adoption through positive peer influence. This analysis sheds light on the factors influencing data sharing among Southern African horticultural farmers and informs future technology and policy efforts to strengthen the digital agricultural ecosystem