The agriculture sector which has gained importance with Industry 4.0 in recent years, strives to adapt to the needs and requirements of the era by stripping from its traditional structure. In this process, it is important to increase the motivation (intrinsic and extrinsic) of human resources factor, which is the most important input of agriculture, on innovation, creativity and entrepreneurship. This paper examined the factors that affect the intrinsic motivation of the agricultural holdings managers in Kirsehir province of Turkey on their creativity for innovation, which is one of the main variables of growth. Questionnaire forms were filled with 312 agricultural holdings managers who were selected according to the Probability Sampling Method in September-October, 2019. Intrinsic motivation scores for creativity (IMC) were obtained by using 5-point scale. Determined some socio-demographical, agricultural, economic and behavioral variables for agricultural holdings were tested with IMC levels. As a result of the study, it was determined that variables such as education, social security status, share of agricultural income, subjective poverty and risk behaviors significantly affect the IMC level of the agricultural enterprise managers. As a result, the measures to increase both the internal and external motivations of the agricultural enterprises managers are required in order to make agriculture more competitive, profitable and sustainable by removing it from the traditional structure. In this regard, not only the economic side but also the social side of agriculture should not be ignored and the potential of agriculture should be used more with structural reforms.