Attitudes and behaviour of adopters of technological innovations in agricultural tractors: A case study in Italian agricultural system

In particular, the “Unwilling” category identifies a not negligible market for manufacturers, requesting very essential tractors without any innovative features. The “Innovative-Owner” category, by a market pull model, can support the technological trajectory of the tractors' manufacturers due to their high degree of adoption of new technologies and interest in further new innovations. The attitude by “Willing-cultural” users may originate an additional trajectory of innovation for tractors and a new business opportunity for manufacturers, based on low cost or simplified version of complex innovative features in tractors. These different profiles can be useful to manufactures and innovation developers to better identify target-adopters, to develop innovations that satisfy needs of wide segments of adopters, and speed up technology transfer. Furthermore, the knowledge of these profiles could be useful for policymakers to support fruitful policy in agricultural systems.