In a situation of fluctuating market prices, farmers are acting rationally by wanting to maintain flexibility. Economists and physical scientists would readily accept that the lack of appropriate infrastructure in the region is a barrier to adoption. Many types of commodities are tied to particular marketing infrastructures that may not exist in certain areas. Consequently, adoption is not likely unless the appropriate infrastructure exists. We need to take account not only of physical infrastructure but also of a social infrastructure, particularly networks between producers.
Farmers frequently suggest that other farmers are an important source of information about farming.
Because of centralised marketing arrangements in many commodities, many farmers have not regarded themselves to be in competition with other farmers. This makes possible the sharing of ideas, knowledge and even equipment. Except for a small number of maverick innovators, most farmers would not want to be the only one to undertake a new practice, or grow a new crop. Consequently, adoption has to wait until there is sufficient interest in the innovation to promote wide-scale adoption. It is known that the influence of the farming subculture is a very important sociological phenomenon.