Agricultural production methods in Europe are increasingly subject to public criticism from which many farmers suffer. This applies, among other areas, to the widespread use of pesticides. Autonomous field robots (AFR), as the next stage of agricultural automation, have the potential to farm more intensively and, at the same time, in a more environmentally friendly way. However, a certain skepticism towards autonomous systems is suspected among farmers. Whether farmers adopt a technology depends largely on their uncertainty about the consequences of its use and the resulting attitude on the adoption. In order to quantify the attitude on adopting AFR in Germany and to identify possible group differences within the population, 490 German farmers were surveyed using an online questionnaire, which is based on an extended version of the Unified Theory of Acceptance and Use of Technology (UTAUT). In the subsequent cluster analysis, the statements inquiring the intention to use AFR served as cluster-forming variables. As a result, three groups (“openminded AFR supporters”, “convinced AFR adopters”, “reserved AFR interested”) could be identified according to their response behavior. Despite existing group differences, an overall attitude in favor of autonomous field robots was observed. The results complement the existing research with a further empirical study and provide interesting starting points for further analysis, field robot manufacturers, and political decision makers.

Autonomous vehicles not only provide a new impetus in the development of car models in the automotive industry—even in agriculture there has recently been talk of autonomous field robots (AFR). Great expectations are placed on these digital assistants from a wide variety of perspectives. However, it is still unclear whether they will make the transition from market niches to broad-based distribution. Apart from various factors, this depends on user acceptance of this new technology expected by the innovators, since this is likely to be essential for the further development of AFR. For this purpose, the ex ante user acceptance of farmers from the perspective of various AgTech startups with AFR involvement in Europe was investigated in this exploratory and qualitative study. The Technology Acceptance Model (TAM) served as the basis for the developed interview guideline. In summary, the results confirm that a variety of factors potentially influence farmer acceptance and AFR diffusion from the perspective of AgTech startups, with perceived usefulness being considered the main motivation for using AFR. The interviewed experts believe that AFR will initially be used in crops that have relatively high costs for crop protection treatments before becoming economically attractive for other crops. The basic prerequisite for a successful market launch is an adjustment of the legal framework, which sets standards in relation to AFR and thus, provides security in the production process. The results could support political decision-makers in dealing with this new technology and AFR manufacturers in the promotion of AFR.

Autonomous field robots are a promising technology for solving several problems in agriculture, as they are electrical driven, can control weeds single-plant based mechanically or with microdoses of pesticides and exert less ground pressure on the field. Whether such robots will be applied on a large scale in German agriculture depends on various parameters. Therefore, the factors influencing the behavioural intention of farmers with respect to their future adoption of autonomous field robots were investigated. The analysis applies a structural equation model based on an extended version of the Unified Theory of Acceptance and Use of Technology. The dataset, collected in 2019, consists of 500 German farmers. The results reveal significantly positive effects of farmers’ expected performance, social influence and trust as well as significantly negative effects of farmers’ effort expectancy and anxiety on the behavioural intention to use autonomous field robots. Additionally, moderating effects of age on the relationship of individual constructs to the behavioural intent to use robots could be confirmed. The results provide important information for various stakeholders. Robot suppliers should better inform farmers about the performance of their products, for instance by involving farmers in the development process of the robots. The ecological benefits attributed to field robots could meet public expectations and should be better communicated to address farmers’ social influence on the behavioural intention to use the robots. Policymakers could try to create better framework conditions, for example by establishing a stable legal situation for autonomous systems or promote its use.

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