Understanding market adoption of microtechnology innovations in agriculture : a B2B and B2C investigation

This research investigates how nano- and microtechnology can support sustainable agriculture, focusing on innovations for plant protection. These technologies offer a promising, environmentally friendly alternative for delivering agrochemicals like fertilizers and pesticides with improved precision and lower environmental impact. A central focus is on using biopolymer-based nanocarriers, derived from renewable materials, which are being naturally degraded and reduce greenhouse gases, unlike conventional methods that contribute to microplastic pollution.The study covers both business-to-business (B2B) and business-to-consumer (B2C) perspectives, examining what motivates farmers and winemakers to adopt these technologies and what influences consumers’ choices. From a B2B angle, sustainability and trust in science were found to significantly affect the willingness of agricultural producers to adopt such innovations. However, trust in science and the perception of sustainability don’t always align, creating a complex dynamic that shapes decision-making. The research identified three distinct types of entrepreneurial mindsets among winemakers, each approaching technology adoption differently: pragmatic local heroes, who focus on practical solutions; quality bricoleurs, who seek innovative quality-enhancing options; and eco-bio idealists, who prioritize environmental integrity.In the B2C sphere, this research explores how different ways of presenting microtechnology-based products influence consumer acceptance. Results from an experiment showed that product attractiveness, quality expectations, and consumers' environmental self-identity all play a role in determining whether consumers choose products produced with these advanced methods. Transparency in marketing is recommended to build trust, though balancing honesty with a strong sales approach remains essential.This dissertation not only highlights the potential of nano- and microtechnology to make agriculture more sustainable but also offers insights into the social and economic factors that can influence the adoption of these technologies. These findings can guide policymakers, help companies tailor their strategies, and contribute to making agriculture more resilient and sustainable for the future.