From data to experience: understanding consumer perceptions of enabling technologies in sustainable agriculture

This paper examines how Italian consumers perceive enabling technologies in agriculture by applying the lens of the Experience Economy. Using a nationally representative survey, the study combines exploratory factor analysis, cluster analysis and regression models to identify the experiential factors that influence consumers’ willingness to reward farms adopting sustainable innovations. The combination of awareness, risk perception, environmental concern and trust in benefits helps to explain the way experiential intention is formed. The cluster analysis identifies four consumer groups: Eco-Optimists, who show strong environmental concern and high trust in technology; Pragmatic Tech-Adopters, motivated mainly by functional benefits; Informed Skeptics, who combine high awareness with a cautious attitude; and Green Doubters, environmentally sensitive but low in familiarity and trust toward agri-tech. The results show that experiential and affective factors play a stronger role than socio-demographic characteristics in shaping sustainability-oriented behaviour.The study was carried out within two Living Labs at the University of Catania, the Calatino Bio-District and ARIA (Agritech Ricerca Innovazione Ambiente) which supported the formulation of research questions and the design of the questionnaire. Overall, the findings help to clarify how consumers interpret and respond to agri-tech innovation, offering insights for policies and strategies that aim to promote sustainable transitions in the agri-food sector.