The primary purpose of this study is to reveal the factors accelerating both the innovativeness and sustainability levels of paddy farmers. The data used in the study were obtained from the questionnaires conducted with 70 paddy farmers in the Bafra district of Samsun province, Turkey, determined by a simple random sampling method. Paddy farmers were divided into three groups as low, medium, and high innovativeness groups with hierarchical cluster analysis. An ANOVA was used to compare the socioeconomic and farming characteristics of the paddy farmers, and accelerated failure time models were used to analyze the factors affecting the innovativeness and sustainability variables. The research results indicated that the number of years of formal education, the agricultural experience, the amount of labor per unit area, the animal assets, the share of agricultural income in the total income, the number of memberships to farmer organizations, paddy production area, sustainable agriculture area, and cooperation scores differed from the innovativeness groups. The farmers' collaboration in agricultural activities increased the likelihood that they are an innovator. The results concluded that the number of years of formal education, global good agriculture practice, agricultural experience, household size, animal assets, and women's employment influenced both the innovativeness and sustainability variables. Encouraging the participation of women in agricultural production in rural areas, including sustainability-related issues in addition to technical issues in farmer training programs, and ensuring the participation of women in such training are issues that should be considered in future.Integr Environ Assess Manag 2022;18:824-835. © 2021 SETAC.