The EU Horizon 2020 Innovation Action project “HyPErFarm - Hydrogen and photovoltaic electrification on farm” is a collaboration with 14 partners, in particular in Denmark, Germany and Belgium. The Department of Management will study the business case and public acceptability of agro-voltaic systems with dual land use for crop production and simultaneous power production. The project contributes to the general management and marketing and consumer behaviour field as well as to the study of farmer, citizen, and consumer acceptance of a sustainable technological innovation in particular.