This work has largely focused on the developed world, yet the majority of people and future economic growth lies in the developing world. Further, most research examines micro data on consumers or firms, limiting what is known regarding the role of macro factors on diffusion, such as social systems. Addressing these limitations, this research provides the first high-level insights into how green building adoption is occurring in developing countries.

In this paper is presented insights from a co-design process with private farm advisers and ask: What enables farm advisers to engage with digital innovation? And, how can digital innovation be supported and practiced in smart farming contexts? Digital innovation presents challenges for farmers and advisers due to the new relationships, skills, arrangements, techniques and devices required to realise value for farm production and profitability from digital tools and services.