Mapping varieties of farmers’ experience in the digital transformation: a new perspective on transformative dynamics

The COVID-19 pandemic has highlighted the vulnerabilities of the global food system, underscoring the need for a sustainable transformation of the food system. With the advent of new digital technologies emerging as critical tools for achieving the agricultural shift, it is important to understand farmers’ adoption decisions better. This study aims to systematically uncover and delineate the varied forms of experiences farmers have with new digital technologies and investigate how these experiences impact the organizational adoption decisions on the farm. In this study, twenty interviews with apple growers, wine makers, and intermediaries from a German region encompassing Saxony, Thuringia, and Saxony-Anhalt were conducted and analyzed. Through the lens of the modified adaptive capacity wheel and alongside the interview data, five relevant types of experiences were identified. These types of experiences are closely related to farmers’ adaptation motivation (AM) and adaptation belief (AB), potentially influencing their future decisions about the adoption of digital technologies. This study highlights the importance of creating meaningful experiences with technologies to strengthen farmers’ AM and AB.