“…Substantive system changes are required in the transition from one socio-technical system to another (Rip and Kemp, 1998;Geels, 2005). Socio-technical changes do not solely involve technological innovation or substitution, but also require complex and interconnected social changes in the overall configuration of culture, habits, work, markets, consumer practices, scientific knowledge and agrifood systems (Geels, 2011;Elzen et al, 2004;van den Bergh and Bruinsma, 2008;Safarzyńska et al, 2012;Bjørnåvold et al, 2020). What matters is not merely the technological innovation itself (and in this case, agro-ecological practices allowing a greater uptake of alternatives to pesticides), but also the social and economic systems in which the existing technology is embedded (Upham et al, 2019).…”