What really matters? A qualitative analysis on the adoption of innovations in agriculture

The agricultural industry is confronted with the need of increasing the production to feed a growing population, and contemporarily to manage the decreased availability of natural resources. This major challenge boosts agriculture sector to adopt new approaches and technical innovations; anyway, the adoption of innovations in agriculture is not immediate, due to the interaction of many drivers that impact on individuals and enterprises’ decisions. This paper aims at providing a list of drivers for the adoption of technological innovations in agriculture, on the basis of the outcomes of in-depth interviews and focus groups performed in three European countries (Italy, Greece, Turkey). With specific reference to innovations, ease of use, effectiveness, usefulness, resource savings, and compatibility were mentioned as relevant features for an innovation to be adopted. Trials, demonstrations, experience and knowledge sharing, and support from qualified third parties were included among the facilitating factors for conveying and promoting innovations. Finally, public funding, agricultural policies and market conditions were identified as factors that may tip the balance in the process of innovations’ adoption.