Evaluating consumer acceptance of technological advancements in sustainable agriculture

Within the context of ecological and digital transformations, the Agritech research project, part of Italy's National Recovery and Resilience Plan (PNRR), focuses on advancing technologies to support a sustainable agricultural transition. This study examines consumer perceptions and expectations regarding technological innovation in agriculture, emphasising the heterogeneity in preferences. Through a national survey of 1600 Italian consumers, the research utilises Best-Worst Scaling (BWS) and Latent Class Analysis (LCA) to identify distinct consumer clusters based on their attitudes towards twelve innovative agricultural technologies. The findings reveal four consumer segments: Circular Farming Innovators, All-Admitted Sustainable practices, InsectDriven Sustainability Enthusiasts, and Eco-Cautious Consumers, each characterised by unique preferences and socio-demographic attributes. The results highlight the critical role of consumer familiarity and awareness in shaping acceptance of agricultural innovations. By addressing these diverse consumer perspectives, the Agritech project can better align its initiatives with market demands, enhancing the overall effectiveness and sustainability of technological advancements in agriculture. The research also provides valuable insights for policymakers, industry stakeholders, and researchers seeking to promote sustainable agricultural practices.