Demographic Influences on Willingness to Pay for Cold Tolerance Technology
通过调查加拿大谷物生产者，分析人口统计特征（如收入、土地面积、霜冻经历）如何影响其对耐寒作物品种的支付意愿，帮助技术开发者识别潜在用户。
New technologies in agriculture have the potential to increase production levels, reduce risk, and improve profits for farm operators. However, in order for this to take place the technologies must appeal to producers, creating enough interest that they decide to invest in them. Gauging the level of interest in a technology and the types of producers who will be interested in trying it are important steps in technology development. Cereal crops such as wheat are important to agriculture in Canada in terms of both acreage and revenue. Researchers in Canada are currently attempting to develop more cold tolerant cereal crops to reduce the risk of frost damage and increase the area available to produce these crops. A producer survey including questions on past adoption behavior, attitudinal characteristics, and demographics as well as a set of dichotomous choice questions on new varieties was conducted and analyzed using a regression and willingness to pay calculations. Demographics were the focus during these activities. It was determined that producers from areas experiencing frost regularly with high incomes and large land bases had a higher propensity to adopt and higher willingness to pay for this technology.