Evaluación de productos de control biológico de plagas por cañeros según su identificación social

Abstract

Innovation adoption is relevant for rural development. This research validated a self-perception scale for social identification with 61 sugarcane growers in Veracruz, Mexico during 2019, and its relationship with brand familiarity, willingness to use/test and willingness to buy biological pest control products. The scale allowed to identify farmers in traditional, in transition and technified. No significant differences were found in the self-perception scale regarding willingness to use/test or pay for the evaluated biological pest control products contrary to familiarity. It can be concluded that the scale allows to identify farmers according to their self-perception level of technification, where the self-perceived as technified are more willing to accept more innovations.