Barriers and drivers of digital agriculture adoption: Insights from Italian farming stakeholders

Digital agriculture technologies represent a solution for improving productivity levels and environmental sustain- ability, thanks to data with great potential. Therefore, understanding the mechanisms of adoption and diffusion of digital farming technologies is crucial. Notably multiple factors are responsible for farmers’ technology adoption rate. The objective of this paper is to analyze the barriers to technology adoption and drivers of diffusion for a group of Italian stakeholders by using qualitative research methods. Results identify many barriers to technology adoption and point out that cooperation between stakeholders, along with collaborative efforts through technical support and training activities are key strategies.