Changing youth perceptions : exploring enablers of diffusion and adoption of agricultural innovations in South Africa

Mini Dissertation (MBA)--University of Pretoria, 2019.The purpose of this research is to explore the enablers of diffusion and adoption of agricultural innovations in South Africa with the objective of changing youth perceptions about agriculture. Twelve semi-structured interviews were conducted with professionals participating in the agricultural value chain either as an employee or an agribusiness owner. Family, agricultural studies and upbringing influenced individuals to pursue careers in agriculture. Adoption is enabled by innovation attributes that increase productivity, mitigate adverse climatic conditions and improves adaptability of farming operations. Affordability is a major barrier to adoption of innovations. Lack of skills capacity to manage the innovations reduces the effectiveness of technology transfer. Education, role models, mentoring, public-private collaboration, ICT development, participatory infrastructure development, policies that promote research and enterprise development and institutions that facilitate effective extension, financial, technical and research support services enable innovation diffusion and adoption. Skills-mismatch, inadequate funding for research, lack of agricultural youth program policies and institutions working in silos restrict innovation diffusion and adoption. This study provides recommendations for developing positive agricultural learning experiences for young people to be able to draw positive and successful narratives about modern agriculture.pt2019Gordon Institute of Business Science (GIBS)MBAUnrestricte