Emerging Technologies - Impact of Consumer Perceptions


This project will provide an updated and expanded assessment, in conjunction with a working group, of the top 10 emerging technologies across the agricultural sector to examine the real and perceived barriers to technology adoption, and to ensure the agriculture industry is wellequipped to maintain their “social licence” to farm. Analysis will be completed on different transformative technologies to identify any existing knowledge gaps, and develop strategies to discuss and address these issues. The extent to which Australia’s profitability and production efficiency can improve in the next decade depends largely on the success of national efforts to reduce the ambiguity surrounding emerging agricultural technologies, and to constructively engage with consumers to identify possible concerns and overcome bottlenecks to adoption.


National Rural Issues

Research Organisation

GHD Pty Ltd

Objective Summary

The main objective of this project is to conduct research to understand the substantial impact that consumer perceptions can have on the adoption of agricultural technology throughout the value and supply chain, especially as it relates to the top 10 transformative technologies in agriculture. The importance of undertaking this research into the implications, barriers and opportunities commonly associated with transformative technologies cannot be underestimated. A key objective is to ensure Australia’s agriculture industry remains at the forefront of this important international discussion, such that Australian farmers and consumers can harvest the full benefits of these emerging technologies. The importance of this project can be summarised in two key points: 1. Public perception of technological innovations in agriculture is increasingly having an impact on adoption; and 2. Agricultural producers who adopt highly innovative technologies will be required to maintain a ‘social license’ from consumers to remain competitive in the global marketplace.

Project Code


Project Stage


Project Start Date

Wednesday, January 31, 2018

Project Completion Date

Friday, July 27, 2018

Journal Articles From Project

Not Available

National Priority

An environmentally sustainable Australia

National Priority

Advanced Technology

National Priority

NRI-National Rural Issues