Consumer Acceptance of Enabling Agri‐Food Technologies for Sustainable Food Systems: Evidence From Italy

Abstract

The transition toward more sustainable and innovative agricultural systems increasingly relies on the integration of digital and enabling technologies (KETs). Although the technical and productive aspects of these innovations have been widely investigated, consumer acceptance remains less understood, despite its key role in fostering their adoption. This study explores the psychological, cognitive, and social factors that influence consumers' purchase intentions regarding products derived from enabling technologies in agriculture. A large‐scale survey was conducted with 2127 Italian consumers, using validated scales to measure environmental concern, food technology neophobia, subjective social norms, and subjective knowledge. Partial least squares structural equation modeling (PLS‐SEM) was applied to test the hypothesized relationships. The results show that subjective social norms and perceived knowledge are the strongest predictors of purchase intention, whereas environmental concern exerts a positive but weaker effect. In contrast, food technology neophobia emerges as a significant barrier to acceptance. These findings highlight the central role of social dynamics and consumer literacy in fostering the acceptance of agri‐food innovations. The study contributes to the literature by introducing subjective knowledge as a key determinant and addressing a gap in consumer perceptions of enabling technologies. Practical implications are discussed for policymakers, marketers, and agri‐food stakeholders aiming to design effective communication strategies, enhance transparency, and build trust in the sustainable digital transition of agriculture.