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The success of Australia’s wine industry is largely underpinned by its investment in research and development (R&D) and its willingness and ability to innovate and adopt new technologies, products and processes resulting from this investment. In an increasingly complex and competitive business and market environment, R&D remains crucial. Ensuring Australian grapegrowers & winemakers are aware of the latest R&D outcomes is essential. Actively disseminating information via Targeted extension activities have been found to increase interest and encourage uptake of new technologies and practices, referred to as ‘adoption’. In order to target extension to increase adoption, a number of questions must be answered: Which grapegrowers and winemakers adopt or are likely to adopt technologies? (Who?) What vineyard and winery technologies are being adopted? (What?) What are the drivers of adoption of these technologies? (Why?) Another important consideration in designing extension activities is the information-seeking behaviour related to decision-making about adoption. That is, where do grapegrowers and winemakers seek information when making decisions about adopting new technologies and practices? While there are many opinions on these topics, this project sought to identify some facts pertinent to grapegrowers and winemakers through exhaustive data collection, analysis and use of a proven adoption framework. The research project was undertaken as several separate pieces of work including: Literature review (part E of report) A review of previous research to understand key drivers for adoption and select the most suitable model to mimic adoption in the Australian grape and wine industry Qualitative analysis (part A) Interviews conducted with a range of grapegrowers and winemakers to test the model and collect data on information-seeking behaviour Quantitative survey (Part B) A phone/online survey to collect more specific information to answer the research questions, followed by data analysis and interpretation. Design and evaluation of an extension strategy (Part C) Using project results to create a process to inform the evaluation or design of extension strategies. Workshop report (Part D) The outcomes of a workshop conducted with research collaborators and industry representatives to discuss newly developed model.
Abstract
Extensive interview and survey data was collected and analysed using the Technology Acceptance Model (TAM2) to identify the drivers of adoption for two vineyard and two winery technologies. Perceived usefulness was a key driver for all of these technologies, with business scale and outlook (i.e. if the business was expanding, staying steady or contracting in size), attitudes to productivity, social norms and grower or winemaker age also emerging as important. It was found that grapegrowers and winemakers sought and used more sources of information when considering high involvement, important or risky technologies, than when considering more routine, low involvement technologies. Networks of other grapegrowers and winemakers were found to be key sources of information and a strong influence on the decision making and adoption of technology. A framework that ties these results and concepts together to guide the design of an extension strategy is presented.
