Drivers of Adoption of Sustainable Practices and Technologies for Soil Protection Among Vine-Growers in North-West Italy

The study aimed at investigating the drivers of adoption of good practices and technological innovations for soil protection in a group of vine-growers in the Piedmont region, Northwest Italy. Four focus groups have been conducted with 16 vinegrowers, to investigate: 1) perception of soil erosion and the role of the human factor in preventing/causing it, 2) adoption and intention to adopt good practices and technological innovations for soil protection and, 3) barriers and drivers for adoption. A questionnaire regarding vineyard management practices was also used to encourage the discussion. The results showed that soil erosion was perceived as a relevant issue by the majority of the participants. Wide use of machinery during vineyard plantation and management was acknowledged as affecting soil and water conservation. The adoption of sustainable practices and technological innovations appeared to be promoted by landscape protection, whereas tradition and habits were cited as barriers to adoption. To maximize the fit between farmers' needs and sustainable innovation, personal values and habitual processes should be targeted with awareness raising and education interventions. These interventions should be based on a participatory approach and the co-creation of tailor-made solutions to better support the transition toward a more sustainable farming paradigm.