Maria Teresa Cappella, Eleonora Sofia Rossi, Emanuele Blasi
Purpose This study aims to examine behavioural and organisational factors influencing farmers’ acceptance of digital farming technologies within hybrid agri-food chains. Focusing on the Italian processed tomato supply chain, it analyses how producer organisations (POs) combine technical, contractual and relational governance to foster decision support systems (DSS) adoption. Design/methodology/approach Drawing on the technology acceptance model and supply chain governance theory, the study integrates two analytical strands: (i) survey data from 260 tomato producers analysed through two parallel structural equation models distinguishing DSS users from non-users; and (ii) a structured descriptive-comparative analysis of existing contracts and farmers’ preferred contractual clauses, following a sequential explanatory logic linking behavioural profiles to governance expectations. Findings Results reveal clear asymmetries between adopters and non-adopters. For non-users, adoption intention is driven by perceived support and peer influence; for users, ease of use and attitude explain continued utilisation. Contractual preferences diverge correspondingly: non-users prioritise minimum-price guarantees, while users favour quality-based incentives and multiannual commitments. Originality/value Methodologically, two parallel SEMs identify stage-dependent adoption mechanisms typically obscured in pooled applications. Analytically, combining behavioural modelling with contractual governance analysis links adoption profiles to heterogeneous governance preferences, offering actionable insights for designing differentiated contractual bundles and support systems aligned with farmers’ heterogeneous risk profiles.