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About

Heinke Heise is a leading researcher in agricultural technology adoption, focusing on the socio-economic factors that drive innovation in farming. Her work centers on understanding how farmers and agricultural stakeholders perceive and accept autonomous field robots (AFRs)—a transformative technology poised to reduce pesticide use, lower soil compaction, and enable precision farming. Through a series of highly cited studies, including her 2021 PLS-analysis (45 citations) and empirical survey (37 citations), Heise has systematically identified the key determinants of farmers’ intentions to adopt AFRs, such as perceived usefulness, ease of use, and social influence. She has also explored the perspectives of AgTech startups and agricultural machinery companies, bridging the gap between technology developers and end-users. Her research provides actionable insights for policymakers and industry leaders aiming to facilitate the transition toward sustainable, automated agriculture. With a cumulative citation count exceeding 100, Heise’s work is foundational for scholars and practitioners interested in the human dimensions of agricultural robotics. Her contributions are particularly notable for combining quantitative modeling with qualitative analysis, offering a holistic view of adoption barriers and drivers in German agriculture.