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In this work, we explore the link between the perception of complexity and the possibility of adopting precision agricultural tools (PATs). Many studies have analysed the role of perception, mostly considering it a determinant of adoption on the same level as other contextual factors. In contrast, this study contributes by assuming that farmers' perceived complexity is the main factor influencing their propensity to innovate and should be analysed on a different level. Starting from this assumption, a new theoretical model is proposed with the aim of studying the “factors–perception of complexity–adoption” (FACOPA) process. To test the validity of our hypothesis, a survey is conducted based on a purposive sample of 285 farmers. First, a linear regression model permits us to identify determinants of the perception of complexity. Then, a multinomial logistic model is used to determine which aspects of perceived complexity may affect the choice to adopt precision farming tools made by three different types of agricultural entrepreneurs: adopters, non-adopters, and planners. First, the linear regression results show that socio-structural variables have a logical relationship with perceived complexity, with age, farm size, the intensity of information and the intensity of work being significant. Then, the multinomial logistic model highlights that non-adopters perceive almost all aspects of complexity as barriers to adoption. Planners show a lower perception of complexity than non-adopters, with complexity being determined by financial and network aspects. The results provide interesting suggestions for policy-makers. Indeed, the FACOPA model offers insights into an intervention framework in which policy measures can be diversified to disseminate PATs based on farmer categories. Non-adopters require a broader set of policy instruments, while planners should be encouraged to become adopters through financial support and the activation of innovation networks.

Research dealing with the adoption of various precision agriculture technologies has shown that guidance and recording tools are more widespread than reactive ones (such as variable rate technology), with much lower utilization rates in European case studies. This study aims to analyze the propensity to innovate variable rate technologies among young Italian farmers. A cluster analysis was carried out revealing four groups. The first two groups represent non-adopters who think technological innovation is very complex from a technical point of view, as well as not very accessible as capital-intensive technology. The third and fourth groups represent adopters. The third reports an early level of adoption, still considering the cost of access a major barrier to technology implementation. The fourth, on the other hand, shows a more intensive level and considers the lack of institutional support a major limitation. The cluster with the most intensive adoption is characterized by the youngest age group, the farms with the largest size, and a prevalence of female entrepreneurs. The need for management training in day-to-day business operations upon adoption is detected for all groups. This paper identified relevant drivers and barriers in characterizing the adopting farm of variable rate technologies. Results may offer insights to the policy maker to better calibrate support interventions.

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