Farmers' Preference to Precision Agriculture Data Management: A Discrete Choice Experiment

Abstract

There is no legal or regulatory framework that protects a farmer’s right to control the data generated from their use of precision agriculture. This may impede the adoption of new precision agricultural technologies. Using a choice experiment, we show that factors contributing to willingness to enroll in a data management contract include the discount received from a service provider, whether data ownership rights are retained, data privacy guarantees, and whether the data is transferred manually or automatically between systems.