Diffusion Possibility of Natural Enemy Utilization Technology by Calling Attention to Hidden Needs: A Social Experiment at an Eggplant Production Area in Hiroshima Prefecture

Abstract

We conducted a social experiment to clarify the possibility of diffusion of natural enemy utilization technology by calling attention to hidden needs. Specifically, we prepared an opportunity to observe natural enemies and the technology demonstration at a farmer’s field for change agents and farmers. This approach aimed to improve awareness and generate interest in natural enemies. As a result, for change agents, technology transmission was promoted. For farmers, interest in natural enemies improved, and the intention to introduce this technology rose. Conversely, for change agents, the change in the promotion behavior of this technology and network with a researcher were restrictive.