EPAR Research Brief #205
Tue, 01/29/2013
Angela Gaffney
Elysia Slakie
C. Leigh Anderson
Mary Kay Gugerty

Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.

Type of Research: 
Research Brief
Research Topic Category: 
Sustainable Agriculture & Rural Livelihoods
Agricultural Inputs & Farm Management
Risk, Preferences, & Decision-Making
Technology Adoption
Smallholder Farmers
Farmer First

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