ABSTRACT
Nutrient runoff from catchments that drain into the Great Barrier Reef (GBR) is a significant source of stress for this World Heritage Area. An alliance of collaborative on-ground water quality monitoring (Project 25) and technologically driven digital application development (Digiscape GBR) projects were formulated to provide data that highlighted the contribution of a network of Australian sugar cane farmers, amongst other sources, to nutrient runoff. This environmental data and subsequent information were extended to the farming community through scientist-led feedback sessions and the development of specialised digital technology (1622™WQ) that help build an understanding of the nutrient movements, in this case nitrogen, such that farmers might think about and eventually act to alter their fertilizer application practices. This paper reflects on a socio-environmental sustainability challenge that emerged during this case study, by utilising the nascent concept of digi-grasping. We highlight the importance of the entire agricultural knowledge and advice network being part of an innovation journey to increase the utility of digital agricultural technologies developed to increase overall sustainability. We develop the digi-MAST analytical framework, which explores modes of being and doing in the digital world, ranging from 'the everyday mystery of the digital world (M)', through digital 'awareness (A)', digitally 'sparked' being/s (S), and finally the ability of individuals and/or groups to 'transform (T)' utilising digital technologies and human imaginations. Our digi-MAST framework allows us to compare agricultural actors, in this case, to understand present modes of digi-grasping to help determine the resources and actions likely to be required to achieve impact from the development of various forms of digital technological research outputs.
ABSTRACT
Understanding consumer food preferences can provide agribusinesses with a competitive advantage through meeting consumers' needs. Consumers' preferences for food attributes have been extensively examined, focusing on specific aspects of attributes with specific food products. It is less clear how consumers evaluate the relative importance of the key food attributes in general. Applying the commonly adopted classification of food attributes into endogenous attributes (i.e., safety and freshness) and exogenous attributes (i.e., genetically modified (GM)-free and organic), the relative importance of these attributes for consumers was investigated. Furthermore, the heterogeneity of preferences was explored to identify distinct subgroups of consumers who may differ in valuing various food attributes. An online survey of 489 city dwellers in Australia revealed that the endogenous attributes were regarded as the most important in an order of safety and freshness. The exogenous attributes were rated as much less important. Three profiles with distinctive preferences for food attributes were identified: Not Fussy (12% of participants), Quality First (49%) and Choosy (39%). The findings suggest that consumers value the importance of various food attributes in a hierarchical order, and there is significant heterogeneity in consumers' food preference. The implications of these findings are discussed in the context of food policy and agribusiness decision-making.
