Objective: To validate a self-perception scale for social identification and its relationship with familiarity, willingness to use, test and willingness to buy Biological Pest Control Products (BPCP).Methodology: A questionnaire was applied to 61 sugarcane growers of the central region of Veracruz, Mexico during 2019. A familiarity scale of 5 points was used; a 7-points Likert scale was used for the willingness to use/test BPCP; willingness to pay was measured with an open question; and, the self-perception scale for social identification was an image where farmers self-situated themselves. Data were analyzed using a completely randomized design. An ANOVA with a post hoc Tukey (0.05) test was carried out, as well as a Pearson (0.05) between familiarity and willingness to use/test.Results: The self-perception scale for social identification allowed to identify farmers as traditional, in transition and technified. No significant differences were found in the self-perception scale regarding willingness to use/test or pay for the BPCP contrary to familiarity. Neither there was a correlation between familiarity and willingness to use/test BPCP.Implications of the study: The self-perception scale for social identification allows to identify farmers according to their self-perceived level of technification, where the ones self-perceived as technified were more willing to accept innovations.Conclusions: The tendency is for farmers that self-perceived as technified to be more willing to use/test BPCP. To be familiarized with BPCP does not mean willing to use/test them. Farmers that consider themselves as technified does not overestimate the price of BPCP.
