Journal of Integrative Agriculture
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2026, 25(6): 2188-2200
• Section 1: Behavioral Adoption Drivers •
Farmers’ preferences for agricultural drone services under uncertainty: A choice experiment in Hubei, China
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Hua Zhang1, Lena Kuhn1#, Hang Xiong2, 3, Zhanli Sun1#
Affiliations
1Leibniz Institute of Agricultural Development in Transition Economies (IAMO), Germany
2College of Economics and Management, Huazhong Agricultural University, China
3Member of Youth Editorial Board of JIA/Guest Editor, School of Advanced Agricultural Sciences, Peking University, China
4Leibniz Institute of Agricultural Development in Transition Economies (IAMO)/Department of Digitalization and Innovation in Agribusiness, Institute of Agricultural Economics, Kiel University, Germany
About Author:
Hua Zhang, E-mail: zhang@iamo.de; #Correspondence Lena Kuhn, E-mail: kuhn@iamo.de; Zhanli Sun, E-mail: sun@iamo.de
doi: 10.1016/j.jia.2025.12.066
Outline
Agricultural drones can improve productivity, save labor, and reduce environmental impacts by offering digital multifunctionality in agricultural production. Yet, the lagging adoption among smallholders is still prevalent. Existing literature commonly explains it by the lack of capital, land fragmentation, and digital illiteracy, with little delving into specific adoption modes under uncertainty. In this study, we demonstrate the potential of hiring agricultural drone services and investigate the role of supplier uncertainty in the adoption decision. We conduct a discrete choice experiment among 338 farmers in Hubei Province, China. Mixed logit models are used to analyze farmers’ preferences for the agricultural drone service (ADS) and its attributes. The results show that the large majority of sampled farmers are willing to adopt ADS. Besides low prices, farmers prefer services with local suppliers and contracts. Potential adopters in this choice experiment are characterized by youth, higher education, owning poor-topography farms, drone learning via word-of-mouth, and adoption experience. The willingness to pay analysis indicates that farmers would like to spend 25 CNY per mu (53 USD per ha) on average for ADS. Notably, farmers value the localness of suppliers more than the form of agreements when choosing a particular drone service. These findings suggest that the mode of hiring ADS can effectively motivate farmers’ adoption intention, thereby requiring supply-side incentives and uncertainty-reducing promotion strategies to enhance smallholders’ access to and adoption of agricultural drones.
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不确定性条件下农户采纳农业无人机服务的选择偏好——基于中国湖北的选择实验研究.
农业科学学报(英文版),
2026
, 25
(6)
: 2188
-2200
.
DOI: 10.1016/j.jia.2025.12.066
Hua Zhang, Lena Kuhn, Hang Xiong, Zhanli Sun.
Farmers’ preferences for agricultural drone services under uncertainty: A choice experiment in Hubei, China[J].
Journal of Integrative Agriculture,
2026
, 25
(6)
: 2188
-2200
.
DOI: 10.1016/j.jia.2025.12.066
Year 2026 volume 25 Issue 6
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doi: 10.1016/j.jia.2025.12.066