“…For example, research findings indicate that farmers' adoption decision is based on economic motives (De Buck et al ., ; Pannell et al ., ) or, in the case of green innovations, on their environmental orientation and/or concern (Best, ; Mzoughi, ; Brudermann et al ., ). On the other hand, farmers' position in rural networks (Kühne et al ., ) and the level of information they have also play an important role (Wollni and Andersson, ; Yamada et al ., ), since innovation adoption is an information‐intensive decision. Another strand of research considers the associations between the adoption decision and farmers' demographic characteristics – such as gender (Doss and Morris, ; Burton et al ., ), age (Läpple et al ., ) and education (Gailhard et al ., ; He et al ., ) – or characteristics of the farm enterprise (Adesina, ; Mugonola et al ., ).…”