Winegrowers' Perceptions and Adoption of Sustainable Soil Management Practices and Technologies: A Case Study in Piedmont, Italy

ABSTRACT Soil is crucial for human survival but is threatened by erosion and contamination. Farmers play a pivotal role in soil conservation, thus, understanding what influences their decisions is crucial. The IN‐GEST SOIL project aimed to mitigate soil erosion and improve soil and vine quality in Piedmont vineyards, NW Italy. Adopting a mixed‐methods approach, specifically by administering a questionnaire followed by focus groups, the study surveyed 72 winegrowers, with 22 then participating in the group discussions, to assess perceptions of soil quality, adoption of sustainable practices and its enablers, and barriers to soil protection. Results showed that most participants were aware of soil degradation in their vineyards (mean score 2.50 on a 1–4 scale). Grass cover was the most common practice (mean score 2.86), and over half of the participants used soil monitoring systems. However, qualitative data revealed a need for more information on soil degradation risks and management practices. Winegrowers with larger vineyards ( F (2.71) = 4.496, p = 0.015) and those on steeper slopes ( F (2.71) = 3.316, p = 0.042) perceived higher soil degradation. Additionally, those in climatic areas with dry summers (non‐Cfa) reported greater degradation effects ( t (70) = 3.81, p = 0.000; t (70) = 2.00, p = 0.049). No significant differences based on farm size, steepness and climatic areas emerged either for the adoption of cover crops or soil monitoring systems. Despite the small sample size, the study provides valuable insights into farmers' perceptions and identifies intervention areas for sustainable farming. The mixed‐methods approach proved effective in enriching quantitative data with qualitative insights into the farmers' mindset.