Influence of risk and trust on beef producers’ use of precision livestock farming

•Risk preferences and trust in farm data privacy impacts technology adoption.•Higher trust in data privacy increased likelihood of using technologies.•Higher willingness to take risks increased the likelihood of using technologies.•Technologies need to be low-cost, relevant, and improve farm profits for adoption.•Demonstration and Extension are critical for technology adoption. Precision livestock farming (PLF), which utilizes digital technologies for real-time data collection to improve various farming operations, is an emerging interdisciplinary field of study that could aid US and global livestock production. Currently, dairy, hog, and poultry producers are utilizing PLF technologies for real-time decision making, however, use by beef cattle producers has been less widespread. Using data collected from an online survey of beef cattle producers in Tennessee, we examined factors associated with the use of various PLF technologies. Logistic regression models revealed beef cattle producers’ decisions regarding technology use were influenced by their individual risk preferences and attitudes towards farm data privacy. Producers with greater trust in farm data privacy were more likely to use software management systems and drones while those more willing to take risks were more likely to use drones. Overall, results suggest widespread use of these technologies will require that they be affordable, relevant to production, and capable of improving on-farm profits. Findings from this study can inform the development, deployment, and marketing of PLF technologies related to beef cattle production.