This article examines what differentiates "socially responsible" farmers (i.e., those who rank environmental benefits higher than profit, based on a Likert style ranking) from farmers who make decisions based solely on financial criteria. A proportional odds model (POM) is proposed to estimate the factors affecting the degree of social responsibility on the technology adoption. The marginal effects indicate that the participation in agricultural easement programs, the perceived importance of precision farming (PF) in the future, as well as the perceived improvement in environmental quality following the precision technologies’ use, all positively influence the decision to adopt for environmental reasons. In contrast, educational attainment and use of University Publications to acquire information about precision agriculture have a positive impact on adoption based on profit motives. These results suggest that there may be a need for further technical advice and information from Extension focusing on environmental benefits of precision agriculture.


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