Behavioral and Structural Profiles of Precision Agriculture Uptake among Italian Winegrowers

Abstract

Precision Agriculture technologies (PATs) are increasingly being promoted as a means of improving the sustainability and competitiveness of viticulture. However, the adoption of these tools among Italian farmers exhibits significant heterogeneity, influenced by a combination of structural and behavioral factors. Although several studies have investigated these dimensions in isolation, there is limited evidence regarding how they interact to influence farmers’ preferences and intentions to adopt specific PATs The present study applies Latent Profile Analysis to assess psycho-behavioral and structural heterogeneity among 272 winegrowers in Italy. Three qualitatively distinct profiles emerged: risk-sensitive sceptics, selective neutrals and usability-oriented high adopters. These profiles exhibit sharply differentiated adoption patterns across technologies. Participation in rural development schemes is the strongest predictor of membership in the higher-propensity profile. In addition, higher educational attainment, male gender and greater average yield are positively associated with this higher-propensity class, while age shows a weak negative correlation. These results inform the design of extension services and policy measures targeted at specific segments. Priority must be given to risk-mitigation trials for cautious growers, targeted information services for select profiles, and integrated PATs bundles for those with a high propensity.