The Theoretical Framework of Acceptability: A Qualitative Psychosocial Acceptability Lens for Innovation

This study evaluates the applicability of the Theoretical Framework of Acceptability (TFA) as a qualitative lens for analysing innovation adoption in the agrifood sector, comparing it with the widely used Technology Acceptance Model (TAM). Using a mixed methods design, quantitative data from 148 surveys and qualitative insights from 17 interviews with viticulturists in Piedmont, Italy, assessed perceptions of five precision agriculture technologies. While TAM results showed moderate adoption potential driven by efficiency and quality improvements, TFA provided deeper insight around adoption barriers. A contribution to mixed methods research is hopefully further validation of the TFA, so that it may be added to the toolbox available to qualitative and quantitative researchers alike.