Why smallholders (do not) adopt productivity-increasing technologies? Developing a smallholder adoption-process model through an in-depth qualitative study in Ethiopia

Research and innovation have developed an impressive number of technologies that can increase the agricultural productivity of African smallholders. The impact of technology is nevertheless hindered by the heterogenous and unpredictable adoption patterns of smallholders. Most current studies examine farm-level constraints and environmental barriers (e.g., distance to market and access to financial capital) as the main explanation for variations in adoption. We take a complementary approach that draws on adoption theories from consumer psychology, thus considering the interplay between contextual barriers and the micro-level decision making processes of smallholders with regard to the adoption of technology. Qualitative data on the adoption of legume technologies by Ethiopian smallholders reveal barriers that hinder adoption at three stages of the process: as negative expectations, as impediments to translating adoption intentions into behaviour and as impediments to impact after adoption, thus hindering the continued use of technologies. To overcome adoption barriers, our findings suggest that more attention should be devoted to business innovations through effective product design and the marketing of the technologies, as well as to the development of value chains and business ecosystems within which to bundle technological products with other products and services. • We investigated the micro-level decision processes of smallholder farmers with regard to the adoption of legume technologies. • Smallholders go through a process of multiple stages when adopting technologies. • Adoption barriers enter and hinder adoption at three stages of the decision process. • Agronomic and economic experiences determine the continuity of adoption in the long run. • Business innovations through product and service designing, and marketing can positively influence the decision-making process thereby increasing adoption.