O “Produtor do Futuro” : tecnologias digitais e atributos percebidos de inovação

Abstract

Digital agriculture can contribute to increasing the global food supply and to enhancing the competitiveness and sustainability of Brazilian agribusiness. However, these technologies are not widely adopted in rural areas, and the timing of innovation adoption decisions varies among individuals. Among the adopter categories, innovators are particularly important, as they are the first to adopt new technologies within a group and are responsible for introducing new ideas into social systems. This study aims to answer the following question: how are the perceived innovation attributes of rural producers with an innovator profile characterized regarding digital technologies in agriculture? In this qualitative case study, 14 coffee farmers from the Cooperativa Mista Agropecuária de Paraguaçu (COOMAP), identified as innovators in relation to digital technologies in agriculture, were interviewed. The analysis focused on five perceived innovation attributes proposed by Rogers (2003): relative advantages, compatibility, complexity, trialability, and observability. The results revealed that operational efficiency, access to information, convenience, and safety are perceived as key advantages by farmers. Compatibility is achieved when technologies align with operational needs and personal values. Complexity elicited mixed reactions, highlighting both curiosity and anxiety toward new technologies. Trialability and observability emerged as crucial stages to reduce uncertainty, through result observation and small-scale testing. In this context, the adoption of digital technologies occurs gradually: low-complexity solutions are widely adopted, intermediate- complexity solutions are partially adopted, and high-complexity ones are used only occasionally. Information about digital technologies is accessed through institutional channels, digital platforms, and interpersonal networks. Despite their interest in innovation, farmers face barriers such as limited internet connectivity, a shortage of qualified labor, and insecurity. The main theoretical contributions of this study lie in its focus on innovative producers and in the creation of a protocol to identify innovative rural producers. The results suggest that cooperatives, extension agencies, and companies should prioritize information dissemination, practical demonstrations, collaborative testing, and continuous support. Universities should develop teaching materials and organize events. Farmers should actively participate in exchange networks and document the results of their tests.