Vineyard and olive grove farmers rely heavily on plant protection products (i.e., pesticides) to ensure production. However, the ambitious EU Green Deal target requires that farmers consider alternative innovations that reduce pesticides use.

This dataset collect information from 354 olive and vine farmers in France, Greece, Italy, Portugal and Spain to determine their intention to adopt emerging pesticide-reducing innovations in the sector. Information on attidues, subjective norms, perceived behavioral control, familiarity with innovations, perceived cost, and perceived effectiveness of existing methods were collected. Furthermore, we collected information on farmers' willingness to adopt each innovation partially or fully based on detailed information about each innovation.

There were no missing values and all respondents gave consent before taking part in the survey. The data contributes to understanding farmers behavioral intentions in the wake of the EU target of halving pesticides use by 2030.