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Abstract
The goal of this study was to help guide development efforts of a current breeding
program underway in Saskatoon, Saskatchewan, aimed at producing new cold tolerant
cereal varieties. In order to maximize the impact of research dollars and efficiently meet
the needs of producers in the realm of technology provision, it is helpful to understand
the types of producers who might use the new varieties. A survey was used, in Alberta,
Canada, to obtain data on producer attitudes affecting adoption of new technology,
particularly in adopting a future cold tolerant cereal variety. The survey was structured
with demographic, attitudinal and stated choice questions. A conditional logit regression
model was used to estimates the probability of adoption based on the survey responses.
Principal component analysis was used to limit the number of variables in the regression.
Willingness to pay calculations are then made based on the selected logit model. Frost
tolerance is found to be the most desired trait over a decrease in degree days for the
sample population. Certain producer characteristics (attitudes towards risk, for example)
were found to impact on the estimated willingness to pay for frost tolerance and
decreased days to maturity.