Farmers’ attitudes towards data security in agriculture when using digital technologies

Abstract

This article explores the question of which farmers are aware and also trust the current data protection guidelines for the sharing of agricultural data when using digital technologies. A decision tree analysis was used to identify the characteristics of group segments that differ in their attitudes (awareness, confidence) towards current data protection guidelines. Although a large proportion of respondents said they were aware of the current data protection guidelines, most farmers are skeptical and do not trust their effectiveness. Three segments were identified that are more open to monetary or information-based compensations in return for sharing their farm data with third parties.