Amid increasingly severe climate change and the need for more sustainable agricultural production, this project examines the readiness of agricultural producers in Croatia – using dairy farming as a case study – to adopt smart, precision, and digital technologies.

The goal is to identify key factors influencing the decision to adopt new technologies and to analyze differences between producers who already use them and those who do not.

By applying the Technology Acceptance Model (TAM), the Technology–Organization–Environment (TOE) Framework, and Structural Equation Modeling (SEM), the research will provide an in-depth understanding of the motivational, organizational, and technological aspects of innovation adoption.

Data will be collected through surveys of milk producers, with support from the Croatian Chamber of Agriculture, the Ministry of Agriculture, Forestry and Fisheries, Dukat d.d., and Vindija d.d. Results will be compared across regions and farm sizes. The project also includes establishing a pilot farm at the Sljeme experimental station to demonstrate the application of new technologies to producers through a virtual pasture.

This research aims to contribute to the development of policies and support measures for the digital transition in agriculture.