Agricultural Innovation Marketing and the Emerging Profiles of Future Practitioners: Evidence from a Mixed-Methods Study

This research examines the relationship between the current profile of agricultural practitioners and the emerging characteristics of future practitioners, as well as identifying the implications of this relationship for adapting marketing strategies in agricultural innovation. Methodologically, a sequential mixed-methods design was used, combining a literature review, semi-structured interviews with students in the agricultural field, a questionnaire administered to 172 respondents, and a focus group. The results show that the emerging profile of practitioners reflects a reconfiguration of the decision making associated with current practice, within a more digitalized context. The qualitative analysis and quantitative results indicate that the approach to innovation remains anchored in practical utility. The subjects are interested in validation through testing, clarity of results, credibility of sources, and risk control. They demonstrate openness toward innovative technologies and digitalization for decision making. The focus group confirmed an acceptance of new technologies depends on their utility and their smooth integration into current operations, as well as their validation within credible professional networks. The research highlights that marketing strategies for agricultural innovation must be built around practical demonstrations, profitability, accessible content, and professional validation. For Romanian agriculture, these conclusions support the need for communication strategies that are adapted to the current profile of practitioners and the emerging characteristics of the new generation that is entering the agricultural sector.