On 25 February 2026, the Agricultural University of Athens (AUA), conducted the Focus Group for the Greek pilot online, with the participation of 12 stakeholders. The session examined what motivates farmers and what challenges they face in adopting green and digital technologies in Greece.
Stakeholders shared hands-on insights from the field through debates and live polls, highlighting key barriers, incentives, and opportunities, providing valuable input for the ongoing analytical work of the GreenFit project.
Main Identified Barriers to Adoption
The discussion highlighted several barriers affecting the adoption of green and digital technologies in agriculture. The most significant factors were high initial investment costs and unclear economic returns, followed by limited technical support and a lack of training opportunities. Participants also mentioned uncertainty regarding the reliability of new technologies, as well as difficulties in accessing technical assistance and repairs after purchase. Additionally, some concerns were raised regarding data sharing and regulatory aspects.
Most Important Incentives
Participants emphasised that financial incentives or subsidies would be the strongest motivator for adopting new technologies. Other important incentives included demonstrations of technologies in real farming conditions, clear evidence of economic benefits, and training combined with technical support to help farmers integrate these solutions into their daily practices.
Conclusion
Overall, participants expressed a generally positive but cautious attitude toward green and digital technologies. While they recognize their potential benefits for improving efficiency and sustainability, adoption largely depends on economic feasibility, reliable performance, and access to training and support services. Farmers indicated that seeing successful real-life examples and pilot demonstrations would significantly increase their confidence in adopting such technologies.
These insights confirm that addressing financial barriers, improving technical support, and demonstrating clear practical benefits will be key factors in accelerating the uptake of green and digital technologies within the Greek agricultural context.