Factors affecting adoption of pressurized irrigation technology among olive farmers in Northern Iran

Abstract The main aim of this paper was to investigate factors affecting the adoption of pressurized irrigation technology among Roudbar County olive farmers by path-structural modeling and Unified Theory of Acceptance and Use of Technology. Data were collected through an information technology questionnaire addressing a cross section of 210 managers of olive farms (4.18% of the statistical population) in the Roudbar County, Northern Iran. Validity of the questionnaire was proofed using several tests (content, face, convergent and discriminant). Likewise, reliability of the questionnaire was tested employing principal component analysis, Cronbach’s alpha, Dillon–Goldstein’s ʃ and reagent stability. Descriptive and inferential statistical analysis of the data was accomplished using SPSSV19 and SmartPLSV3 software. For testing hypotheses, structural equation model and partial least squares that focus on reagent variance were used. Results show a significant relationship between: (a) performance expectancy and behavioral intention, (b) social influence and behavioral intention, (c) facilitating conditions and use behavior. A significant relationship was also observed between intention to use and use behavior of pressurized irrigation technology. The employed model explains 72% of behavioral intention variance and 42% of use behavior of pressurized irrigation technology variance among olive farmers. To increase willingness to accept technology among Roudbar County olive farmers, it is suggested to hold extension and education courses by organizations for raising knowledge and awareness of pressurized irrigation technology. Also, olive farmers can be provided with financial resources and knowledge to enable them to adopt this new irrigation technology