Perceptual factors influencing the adoption of innovative tissue culture technology by the Australian avocado industry

Avocado growers in Australia are currently experiencing long wait times for orchard-ready plants, limiting productivity and profitability. Tissue culture technology represents a faster and more efficient process of producing plants, offering a solution. However, the development of new growing technology comes with the inherent risk of industry nonacceptance and limited uptake, a costly problem for both innovators and industry. This study explored factors related to technology acceptance by the intended end-users of tissue culture technology within the avocado industry in Australia. The study provides key insights into the overall industry sentiment towards uptake and adoption of tissue-culture technology. An online survey was conducted with participants from the Australian avocado industry and demonstrated perceptions of tissue culture technology were generally positive and that, with appropriate extension services, adoption is predicted to be high across industry users. This paper contributes to the behavioural science of technology adoption by exploring perceived use and likely uptake prior to the broad extension strategies of a new technology.