Modeling the Choice of Precision Agriculture Information Source By Cotton Producers in the Southern USA

Modeling the Choice of Precision Agriculture Information Source by Cotton Producers in the Southern USA Abstract Precision agriculture has the potential to improve the efficient use of agricultural inputs and the environment. But, in most cases the information required to allow producers to adopt this technology is limited. This study used a nested logit model to explain cotton producers’ choice of precision agriculture information source. It estimated three models using the personal/impersonal, formal/informal, and public/private information source nests, with cross-sectional data from the 2013 cotton producer survey in 14 southern US states conducted by the Cotton Incorporated. The results of the study show that producers’ perception of an information source is important in his/her information choice. Also, livestock ownership is important in influencing the producer to choose an impersonal, formal and a public information source. Moreover, producers in rural areas (population less than 2500), or have income above $150,000, or committed to farming are more likely to choose formal information sources. Again, compared to producers in Louisiana, producers in Missouri or Virginia are less likely to choose impersonal, formal and public information sources. The results of the study will be useful in helping relevant stakeholders in precision agriculture industry, to choose the appropriate information source to promote precision agriculture among agricultural producers in the US, in particular cotton producers. Keywords: Precision Agriculture, Information Choice, Nested Logit, Cotton