• Agribusiness and Information Management
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• v.13 no.1
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• pp.1-25
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• 2021

Technological propensity of agricultural entrepreneurs is becoming necessary to identify and explore new opportunities. Recent studies suggest that the adoption of new technologies is strictly coherent with wider approaches of Entrepreneurial Orientation (EO). Even if the relevance of agriculture is increasing, entrepreneurial research has largely overlooked this challenging sector. Moreover, there is a relative shortage of empirical studies in the literature and there is an enormous potential to be still explored. Stemming from the EO literature, the work proposes for the agricultural sector, the approach of Humane Entrepreneurial Orientation (HEO). The paper proposes an empirical analysis, to verify the effect of the different dimensions of HEO on the propensity of farmers to adopt new technologies. All the results highlight several implications for businesses, for the research system and for public policies.