Heterogeneous behaviours towards precision agriculture adoption among Italian winegrowers: insights from latent class analysis

Abstract Purpose Precision Agriculture technologies including satellite data, drones, field robots and automatic guidance, are increasingly promoted as tools to improve sustainability, competitiveness, and environmental efficiency in viticulture. However, the adoption of these practices among Italian winegrowers exhibits significant heterogeneity, influenced by a combination of structural and behavioural factors. This study aims to identify distinct groups of Italian winegrowers based on their intentions to adopt PATs, examining how these intentions relate to four behavioural constructs that capture cognitive, social, and risk-related influences. Method The present study integrates a profile-based perspective by estimating a latent-class generalised structural equation model on 272 Italian winegrowers. The model of class membership is predicated upon a multifaceted conceptualisation encompassing risk perception, risk tolerance, perceived ease of use, and subjective norms and the technology-specific five-year intentions are incorporated as class-specific probit intercepts. Results Three qualitatively distinct profiles emerge: risk-sensitive sceptics, selective pragmatists and usability-oriented high adopters with sharply different adoption patterns across technologies. Participation in rural development schemes is the strongest predictor of membership in the higher-propensity latent classes, namely the selective-pragmatist and usability-oriented high-adopter profiles. In addition, familiarity with PATs, male gender and participation in consortium are positively associated with the higher-propensity class, while age shows a weak negative correlation. Conclusion These results inform the design of extension and policy for specific segments, prioritising risk-mitigation trials for cautious growers, targeted information services for select profiles, and integrated PATs bundles for those with a high propensity.