Agricultural industries are facing a dual challenge of increasing production to meet the growing population with a disruptive changing climate and, at the same time, reducing its environmental impacts. Digital agriculture supported by big data technology has been regarded as a solution to address such challenges. However, realising the potential value promised by big data technology depends upon farm-level data generated by digital agriculture being aggregated at scale. Yet, there is limited understanding of farmers' willingness to contribute agricultural data for analysis and how that willingness could be affected by their perceived beneficiary of the aggregated data. The present study aimed to investigate farmers' perspective on who would benefit the most from the aggregated agricultural data, and their willingness to share their input and output farm data with a range of agricultural sector stakeholders (i.e. other farmers, industry and government statistical organisations, technology businesses, and research institutions). To do this, we conducted a computer-assisted telephone interview with 880 Australian farmers from broadacre agricultural sectors. The results show that only 34 % of participants regarded farmers as the primary beneficiary of aggregated agricultural data, followed by agribusiness (35 %) and government (21 %) as the main beneficiary. The participants’ willingness to share data was mostly positive. However, the level of willingness fluctuated depending on who was perceived as the primary beneficiary and with which stakeholder the data would be shared. While participants reported concerns over aggregated farm data being misused and privacy of own farm data, perception of farmers being the primary beneficiary led to the lowest levels of concerns. The findings highlight that, to seize the opportunities of sustainable agriculture through applying big data technologies, significant value propositions for farmers need to be created to provide a reason for farmers to share data, and a higher level of trust between farmers and stakeholders, especially technology and service providers, needs to be established.

农业产业面临着双重挑战，即增加产量以满足不断增长的人口和破坏性气候变化，同时减少其对环境的影响。以大数据技术为支撑的数字农业被视为应对此类挑战的解决方案。然而，实现大数据技术所承诺的潜在价值取决于数字农业产生的农场级数据的规模聚合。然而，人们对农民贡献农业数据进行分析的意愿以及这种意愿如何受到汇总数据的预期受益者的影响的理解有限。本研究旨在调查农民对谁将从汇总的农业数据中受益最大的看法，以及他们愿意与一系列农业部门利益相关者（即其他农民、工业和政府统计组织、技术企业和研究机构）分享他们的投入和产出农场数据。为此，我们对来自大面积农业部门的 880 名澳大利亚农民进行了计算机辅助电话采访。结果显示，只有 34% 的参与者认为农民是农业综合数据的主要受益者，其次是农业综合企业 (35%) 和政府 (21%) 作为主要受益者。参与者分享数据的意愿大多是积极的。然而，意愿水平会根据谁被视为主要受益人以及将与哪些利益相关者共享数据而波动。虽然参与者报告了对汇总农场数据被滥用和自己农场数据隐私的担忧，但农民是主要受益者的看法导致了最低程度的担忧。研究结果强调，为了通过应用大数据技术抓住可持续农业的机遇，需要为农民创造重要的价值主张，为农民提供共享数据的理由，以及农民与利益相关者之间更高水平的信任，尤其是技术和服务提供商，需要建立。