Survey and Discrete Choice Experiment (DCE) data on Italian farmers’ preferences for adopting Agriculture 4.0 technologies

This dataset contains data from a survey conducted among Italian farmers, designed to elicit preferences for adopting Agriculture4.0 technologies. The core component of this survey is a Discrete Choice Experiment (DCE), complemented by socio-demographic and farm-related variables.The dataset includes:socio-demographic characteristics of respondents (e.g, age, education)farm characteristics (e.g., size, production type)attitudinal variables related to innovation and technology adoptionresponses to multiple DCE choice tasksThe DCE design consists of a series of choice sets in which respondents selected their preferred alternative among hypothetical technology adoption scenarios described by several attributes and levels. The experimental design and attribute specification are documented in the accompanying codebook.The dataset is provided in two formats (XLSX and MATLAB) and is structured for direct use in econometric analysis (e.g., multinomial logit or mixed logit models). A detailed description of all variables, including their coding, labels, and corresponding survey questions, is available in the file database_descriptions.docx.To facilitate reproducibility, the repository also includes a MATLAB script (DCE-agriculture40.m) used for data preparation and analysis.All data have been anonymized in accordance with applicable data protection regulations, and no information enabling the identification of individual respondents is included.