To meet global demands towards food security, safety as well as sustainable agriculture and food systems innovative approaches
are inevitable. Despite the growing body of literature in both innovation research and in values and aims, what has been explored
to a lesser extent is the bridging link between these areas. This study represents a first step in addressing this relationship.
Policy- and decision-makers foster sustainable innovation in agriculture, since on-farm innovation and innovation adoption
have attracted their attention as a means of enhancing competitiveness as well as socially and environmentally benign farming
also benefiting rural areas. By using a negative binomial model we explore the relationship between farmers' innovativeness
and those values and aims which guide farmers' farm-management decisions as well as other farm/farmer characteristics. Based
on a sample of 174 Austrian farmers agricultural education is found to be an essential driver of innovativeness. Regarding
the different values we find that self-direction and hedonistic values, in contrast to achievement and economic, are associated
with more innovative capabilities. In conclusion, we see a need to foster self-direction and hedonistic narratives in policy
and extension service, together with reducing the focus on an economic angle to promote farmers' innovation capabilities.