Vol. 14 No. 4 (2025)
Full Research Articles

Digital technology adoption among italian farmers: An extended technology acceptance model approach in the horticultural sector

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  • Elena Cozzi,
  • Davide Menozzi,
  • Giulia Maesano,
  • Maurizio Canavari,
  • Cristina Mora
Elena Cozzi
Department of Food and Drug, University of Parma, Parma, Italy
Davide Menozzi
Department of Food and Drug, University of Parma, Parma, Italy
Giulia Maesano
Department of Agricultural and Food Sciences, Alma Mater Studiorum, Università di Bologna, Bologna, Italy
Maurizio Canavari
Department of Agricultural and Food Sciences, Alma Mater Studiorum, Università di Bologna, Bologna, Italy
Cristina Mora
Department of Food and Drug, University of Parma, Parma, Italy
DOI: https://doi.org/10.36253/bae-17364

Published 2025-07-26

Keywords

  • Digital Agriculture,
  • Farmer adoption,
  • Technology Acceptance Model (TAM),
  • Horticultural Sector,
  • Water-Smart Sustainable Farming

How to Cite

Cozzi, E., Menozzi, D., Maesano, G., Canavari, M., & Mora, C. (2025). Digital technology adoption among italian farmers: An extended technology acceptance model approach in the horticultural sector. Bio-Based and Applied Economics, 14(4), 29–43. https://doi.org/10.36253/bae-17364

Copyright (c) 2025 Elena Cozzi, Davide Menozzi, Giulia Maesano, Maurizio Canavari, Cristina Mora

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

The adoption of digital technologies in agriculture is essential for enhancing sustainability, productivity, and resource efficiency. This study investigates the factors influencing Italian horticultural farmers’ adoption of innovative water-smart agricultural technologies using an extended Technology Acceptance Model (TAM3). The research employs a structured survey conducted with 251 Italian farmers, analysing their perceptions of technology usefulness, ease of use, social norms, and sustainability outcomes. Structural equation modelling (SEM) confirms that perceived usefulness significantly influences adoption intentions, while perceived ease of use plays a limited role. Social norms and sustainability-related benefits also emerge as critical determinants. Results also indicate the impact of farm size and workforce on adoption behaviour. These findings highlight the need for targeted policies, training programs, and financial incentives to overcome adoption barriers. The study provides insights for policymakers, technology developers, and agricultural stakeholders to foster digital innovation in the horticultural sector, contributing to sustainable water management practices.

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