For the Chilean economy, the blueberry and apple sector have an important role regarding production and employment. To remain competitive in the export supply chain, farmers require to adjust to more efficient and productive systems. One important way to increase agricultural productivity is through the introduction of improved agricultural technologies and management systems. In particular, the study focuses on how levels of innovation, measured by complexity and investments requirements of the adopted technologies, relates to innovative behavior and complying with social responsibility practices, as two indicators of the farmer's behavior towards innovation. A typology of farmers with different technological levels was constructed based on multivariate techniques, according to the adoption of seven technologies. Findings showed three clusters: cluster I of high technology farms (32.2%), cluster II of farms with complex and low-cost technologies (27%), and cluster III of farms with low technology (40.68%). Within the cluster, it was identified that cluster I, farmers have a positive attitude toward innovation and the highest SR implementation rates. The farmers from cluster I were similar from cluster II in structural variables, but they significantly differ in innovative behavior attitudes. Cluster III, significantly differ with cluster I in structural variables, behavioral variables, and SR practices. The results showed the heterogeneity among farmers and the complexity of the adoption decision-making process shading lights on policy design to enhance innovation, research and technology transfer among farmers Acknowledgement :