Purpose This study analyzes the propensity of Italian olive oil producers to adopt blockchain in order to protect the Made in Italy origin of the product. Design/methodology/approach An expanded version of the Unified Theory of Acceptance and Use of Technology (UTAUT) is applied, which also includes trust, personal innovativeness (PI) and willingness to pay. The data are analyzed using Partial Least Squares Structural Equation Modeling. Findings The findings indicate that effort expectancy, facilitating conditions and PI serve as key drivers for blockchain adoption. Furthermore, individuals interested in adopting blockchain are also willing to invest in its implementation. Originality/value In this study, the UTAUT is extended with new constructs, considering a strategic sector of Made in Italy agri-food.

The production of mountain food, and in particular cheese, contributes to sustaining local economies and maintaining historical and cultural traditions. To support this production, the European Union has introduced the optional quality term "mountain product label." Nonetheless, this label encounters difficulties in establishing a presence in the market and faces competition from other labels, such as Protected Designation of Origin, which could also protect mountain products. The objective of this paper is to investigate the characteristics of consumers interested in the mountain product label to fully leverage its potential. A questionnaire, which included a discrete choice experiment, was conducted with 511 Italian cheese consumers. The data were analyzed through a latent class analysis. According to the analysis, three classes of consumers emerged. The first group consists of individuals who frequently visit the mountain areas, know the mountain product label, are attentive to local production, and care about the environment. The second group consists of consumers interested in the presence of quality labels in general, less attentive to the environment, and less aware of the mountain product label. Lastly, the third group of individuals do not know the label and are not interested. Consequently, there are two classes of respondents potentially interested in the mountain product label. Furthermore, as people's knowledge about the product increases, their willingness to choose it also rises. In developing marketing campaigns, therefore, producers and retailers can use the results of this study to capitalize on the niche of these consumers.

European rural areas are facing major challenges, from strong depopulation dynamics to economic and cultural depressions. Simultaneously, these areas, with their own attributes, may serve as fertile grounds for novel growth potential via tangible cases of social innovation. This study looks at the role of community cooperatives, a new model of social innovation, as promoters of the sustainable development of rural areas. The phenomenon of community cooperatives has recently emerged on the Italian national scene, and, over time, it is carving out an increasingly important role within rural development processes. A study based on Italian case studies located in the Marche Region is conducted to highlight the role and the characteristics of these realities. Desk research, analysis and semi-structured interviews were utilized as a technique for gathering data. Results show that these realities do have a positive impact on communities, although in many cases it is still limited. A supportive policy is required to ensure resources for these entities.

The authenticity and traceability of Italian extra virgin olive oil (EVOO) are key consumer concerns, particularly considering counterfeit products threatening the Made in Italy brand. Italian EVOO is distinguished by its low acidity and unique polyphenolic and aromatic composition, which contribute to its high quality and health benefits. Considering the new Italian law for the protection of the Made in Italy brand, blockchain technology could become a viable instrument to improve transparency and ensure the uniqueness and excellence of Italian EVOO. This study examined young Italian consumers' preferences for blockchain-traced EVOO using a labelled discrete choice experiment. The objective was to assess their willingness to pay for blockchain-enabled traceability and its influence on purchasing behavior. Data were collected via an online survey with 245 participants aged 18-40, and the results were analyzed using a random parameter logit model to account for preference heterogeneity. Findings reveal a strong preference for Italian-origin EVOO, with blockchain-certified products receiving a positive consumer response. The analysis also indicates that consumers are willing to pay a premium for blockchain-traced EVOO, particularly when combined with Italian origin. These results highlight the potential of blockchain technology in strengthening consumer trust and protecting Made in Italy products.

The agricultural sector faces significant challenges, including resource depletion, climate change, and a growing global population projected to reach 9 billion by 2050, requiring a 70% increase in food production. Innovative techniques like soilless farming are gaining attention as potential solutions to ensure sustainable food production. Although other bibliometric reviews have examined the possibilities of soilless farming technologies, focusing separately on certain fields such as hydroponics, aquaponics, and aeroponics, the novelty of this analysis is to provide a comprehensive view of soilless farming in the current research landscape. Using VOSviewer software (1.6.20), the study conducts a thorough analysis of 256 articles, looking at key themes, emerging trends and influential works in the field. The results showed the relevance of soilless farming and its strong link to field such as digitalization, sustainable food production, and biofortification. A strong promising area is the connection between soilless farming and urban agriculture, investigated as a theoretical tool to implement these systems in sustainable cities. The major gap emerged in the research is the lack of studies on the economic feasibility. According to the study’s findings, policymakers ought to concentrate on allocating specific funds to encourage the adoption of soilless farming, especially in urban areas.

Purpose This empirical study aims to expand the literature on the application of blockchain by analysing the factors that influence Italian winemakers. Design/methodology/approach An online questionnaire was used to collect data from 114 Italian wine producers. The factors influencing the adoption of blockchain technology were based on an extended Unified Theory of Acceptance and Use of Technology (UTAUT). Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data using the SmartPLS computer program. Findings The PLS-SEM results show that two dimensions of the extended UTAUT, including performance expectancy and trust, positively influence blockchain technology adoption. At the same time, effort expectancy, social influence and facilitating conditions are found to have no significant influence on the intention to adopt blockchain technology. The intention to adopt blockchain is therefore linked to the expectation of improving the winery’s production efficiency, on the one hand, and the greater transparency that this brings, and the benefit that this can bring to consumers, on the other. Originality/value The empirical results of this study fill a gap in the existing literature regarding the factors influencing the adoption of blockchain by Italian winemakers. This study found that, out of five factors, only two have an impact on behaviour, thus providing insight into this issue that has not been clearly examined in previous studies.

Abstract Purpose: This study aims to examine circular economy (CE) practices in the agri-food sector, identifying trends, gaps, and interventions to enhance sustainability in food production and consumption, while assessing the environmental, economic, and social impacts of 9Rs framework strategies. Originality/value: The relevance and originality of this study lie in its unique application of the 9Rs model to diagnose interventions and link them to tangible outcomes in agri-food systems. Design/methodology/approach: We conducted a systematic literature review, including 70 studies (with 13 analyzed qualitatively), combined with bibliometric mapping using R (Bibliometrix package, v4.2.3) and deductive content analysis in ATLAS.ti (v24) to evaluate 9Rs interventions and their impacts. Findings: The findings reveal that reduction is the most prevalent 9R strategy, with impacts primarily environmental (42.73%), followed by economic (34.68%) and social (22.59%). Key themes include food loss/waste, supply chain efficiency, food security, and circular bioeconomy, demonstrating the interdisciplinary integration of technology and sustainability. Contribution/implication: This study contributes to CE and agri-food sustainability literature by empirically validating 9Rs interventions and their outcomes. Methodologically, it advances mixed-methods research through systematic bibliometric and qualitative analysis. Practically, it equips policymakers and industry stakeholders with actionable insights to drive regional circular transitions. Additionally, it calls for greater emphasis on social impacts, often underrepresented in CE strategies.

ObjectiveThis paper assesses the economic profitability of vertical farms producing microgreens. The study aims to estimate the financial sustainability of this class of farming systems, by classifying the most impacting costs for this sector, and if they are suitable in the Italian territory.MethodsThe study is performed by comparing key performance indicators of two vertical farms in the North of Italy. Data was obtained through semi structured interviews. Key factors considered included variable costs such as energy consumption, raw materials and labor cost, and fixed costs such as amortization and initial investment. The adopted indicators were the operational margin and the cost revenue ratio.Results and discussionFindings indicate that, under current conditions in Italy, microgreens vertical farming systems are economically profitable. From the results, it emerges that the real energy consumption is not an impacting factor as stated in literature, along with the important water efficiency of the systems and the capability to digitalize the workflow, supporting the need for technical experts to manage efficiently all procedures. The economic outcome shows a positive operational margin for both companies. The low-cost revenue ratio confirms the financial feasibility of the systems. The framework provides valuable guidance for future research and investment strategies, emphasizing the importance of fundings for agronomic strategies suited to combine profitability and sustainability.

Rural areas are facing major challenges and profound changes that directly affect the quality of life of rural populations. In this context, new ideas and opportunities are emerging, where social innovation initiatives are leading to solutions that attempt to revitalize the social fabric of rural areas. Considering this, the aim is to conduct a productivity measurement and a bibliometric analysis that examines the research landscapes of social innovations in rural areas. With a comprehensive analysis of 178 publications, this study examines main authors, countries, journals, research areas, and key themes in the field. The results show the relevance of principal areas such as agriculture, digitalization, and forestry. Alongside these, new organizational models are being developed, such as rural hubs, living labs, and community cooperatives. Future research could explore the role of these organizations in rural areas in greater depth.

Climate change has impacted viticulture in almost all of the Mediterranean area, mainly because of temperature rises and changes in precipitation patterns, thus influencing yield, quality, and the management of grape production. One of the measures to mitigate these effects is the adoption of irrigation strategies. This has environmental and economic implications. Thus, it seems essential to evaluate if irrigation is economically and environmentally justified to ensure the sustainability of the vineyard by preserving the water resource. The aim of this research is to compute water-use indicators such as Water Productivity and Economic Water Productivity using field data obtained and to assess the economic impact of supplemental irrigation expenses through the analysis of a single case study. Since the results are heavily influenced by pedoclimatic conditions, vineyard structure, and economic decisions, the generalizability of our findings is not conceivable. However, our findings are valuable in determining when supplemental irrigation is or is not viable. Nonetheless, the findings might shed light on how water is managed in an Italian vineyard. Future supplemental irrigation plans ought to be developed using precision viticulture technologies to monitor the intricate soil-plant-environment system.

One of the challenges that Europe has undertaken is the transition from a linear economic system to a circular economy, where waste and resources are recovered and regenerated. The practice of upcycling in the agri-food sector represents one of the most promising solutions to the enormous problem of food waste. However, the information available to consumers about foods made with upcycled ingredients is still scarce, limiting their acceptance and creating a critical barrier to their success in the market. The objective of this study is to determine the factors that affect Italian consumers’ intention to purchase and willingness to pay for a specific upcycled food enriched with a high-value vegetable by-product by applying a logit model, an interval regression, and a contingent valuation. Results show that knowledge about upcycling and the circular economy is still limited. Innovative consumers who are already aware of upcycling, who are not food neophobic, and who have a positive opinion of recycling are more willing to purchase upcycled products. At the same time, women who are already aware that the food industry produces considerable quantities of waste and who have a positive image of recycling are more willing to pay for a specific upcycled food. Finally, our sample proved to be willing to pay a premium price for an upcycled frozen margherita pizza. An informed consumer, aware of the environmental and health benefits of upcycled products, may become more willing to purchase them and to pay more compared to the same conventional products.

Dairy mountain farms are economically disadvantaged due to small farm sizes and high production costs. This situation was exacerbated firstly by the opening of the market linked to the abolition of milk quotas; secondly by the rising prices due to the energy crisis due to covid 19 and the war in Ukraine. However, these farms are important for the preservation of traditional landscapes, the economy of these areas and the offered ecosystem services, especially when they are managed extensively. The objective of this research is to understand if mountain dairy farms are economically sustainable and competitive through the analysis of a case study. The economic analysis takes into account the production cost of milk, profitability, and some economic indicators using accounting data. The results show that the farm profitability is decreasing, and the costs are unsustainable. As a consequence, more efficient policy support is needed to overcome this crisis.

Trust, safety, and quality are among the most important factors in the agri-food supply chains. Traceability is a powerful tool to ensure them, but implementing a transparent and effective system is a complex operation. As a result, innovative systems, like blockchain, could be introduced. Although research on its impacts in the agri-food is recent, the literature appears fragmented. The objective is to investigate the studied aspects of the blockchain adoption in agri-food, with the purpose of retrieving meaningful considerations about the current state of the art about strategic high-value supply chains, such as wine and olive oil, particularly subjected to fraudulent behaviors. A productivity measurement was applied to retrieve the evolution of the number of documents through the years, the most productive countries, the sources, the research areas, and the most significant papers in terms of number of citations received. To understand the research trends, a co-occurrence analysis was employed. Results show that most of the existing studies focus on the role of blockchain in the resolution of some critical issues as food safety and frauds. While wine is currently an emerging sector in which this approach can be implemented, olive oil still needs more attention. In both cases, blockchain could potentially help to support the profitability and sustainability of the production. The research underlines the importance of focusing on the environmental and social dimension of the blockchain phenomenon and the use of technology to improve the efficiency of agri-food chains and reduce waste and resource use.

It is undeniable that the agri-food system is one of the greatest waste-producing sectors, with the inevitable generation of a certain quantity of scraps due to processing at an industrial level. Circular economy may offer a valid solution to overcome this problem, but the application of the model requires the availability of reliable data about quality and quantity of waste, which are currently missing. For this purpose, the objective of this paper is to address the issue of waste generation in the agri-food industry using a survey questionnaire. In-depth interviews were conducted with the owners or the technicians of selected case studies from the Marche region agri-food sector. Then, mass balance was applied based on primary data collected during the interviews. Moreover, to explore the potentiality of the circular model for the development of a regional agri-food sector, barriers, opportunities and services were also investigated. Results identified the vegetable and olive oil transformation as the most impacting in terms of quantities of waste produced. Food business operators currently find it difficult to give a proper definition of circular economy and envision the implementation of the model soon. However, they are also very enthusiastic and positive in finding alternative solutions to recover the waste. A great support could be provided by establishing a regional database for waste qualification and quantification. This work could be useful for policy makers, helping to understand the hurdles that agribusiness entrepreneurs shall face in this economic transition.

Water scarcity is a major concern in agriculture worldwide. Fruit trees are severely affected by water deprivation in terms of growth, fruit yield, and quality. Plant monitoring combined with efficient irrigation is pivotal to achieve good quality standards and improve agricultural sustainability. This study reports the use of in vivo sensing technology to monitor fruit tree species continuously, in real time and in vivo, through an Organic Electrochemical Transistor (OECT)-based biosensor called Bioristor. The sensor was applied to grapevines, apples, and kiwis, revealing its capability to trace the plant water status for the whole productive cycle. A correlation between the sensor response index (R) and environmental parameters such as air humidity and temperature were recorded for fruit species. The day/night oscillation of the ionic content in the transpiration stream varies during plant growth and fruit maturation and during severe drought stress. Bioristor promptly detected the occurrence of drought stress. The gate current (Igs) trend supports the reduction in the saturation of the system due to the lower water availability. The use of Bioristor-acquired indices can be used to improve precision irrigation techniques according to the real plant needs.

Mountain food production contributes to the support of local economies and cultures and it provides quality food products due to the characteristics of the raw materials combined with traditional processing conditions. Consumers perceive those products as environmentally friendly and of high quality. To support this production, the European Union has introduced the optional quality term ‘mountain product label’ (MPL). The objective of this paper is to investigate consumer preferences and willingness to pay for cheese with the MPL. Cheese was chosen because it is one of the specialties of these areas. A survey, including a labelled discrete choice experiment, was conducted with 511 Italian cheese consumers. Data were analyzed through a random-parameter logit model. We compared the MPL with the Protected Designation of Origin (PDO) label. The results show that consumers are not aware of the MPL. However, they like it as much as PDO. A higher willingness to pay for the MPL was found compared to products with no quality labels, indicating a premium price for these products. Based on these results, policy intervention strategies are needed to support quality supply chains in mountain areas and publicize this label to the consumer market.

The European Green Deal has set a concrete strategic plan to increase farm sustainability. At the same time, the current global challenges, due to climate change and fuels and commodity market crises, combined with the COVID-19 pandemic and the ongoing war in Ukraine, affect the need for quality food and necessitate the reduction of negative external effects of agricultural production, with fair remuneration for the farmers. In response, precision agriculture has great potential to contribute to sustainable development. Precision agriculture is a farming management system that provides a holistic approach to managing the spatial and temporal crop and soil variability within a field to improve the farm’s performance and sustainability. However, farmers are still hesitant to adopt it. On these premises, the study aims to evaluate the impacts of precision agriculture technologies on farm economic, agronomic, and environmental management by farmers adopting (or not) these technologies, using the case study method. In detail, the work focuses on the period 2014–2022 for two farms that cultivate durum wheat in central Italy. The results suggest that the implementation of precision technologies can guarantee economic and agri-environmental efficiency. The results could serve as a basis for developing a program to start training in farms as well as to suggest policy strategies.

Mountain agriculture is a very important source of ecosystem services, such as cultural heritage, traditional knowledge, and biodiversity. However, traditional farming practices in those areas, particularly dairy livestock, are in sharp decline. For this reason, it is fundamental to find a way to improve sustainability using a holistic approach as indicated by the European Green Deal and Farm to Fork strategies. The “Mountain product” label can be a suitable tool to reach this aim. However, studies on consumers’ opinions concerning mountain food products are scarce. To fill this gap, a logit model was adopted in this study to define factors that influence consumers’ purchase intention toward mountain products. Additionally, the open-ended contingent valuation method was used to estimate consumer willingness to pay for milk labelled “mountain product”. The paper highlighted that consumers are interested in buying mountain products and that they are willing to pay a premium price for these products. However, the “mountain product” label is still poorly recognised and applied. Policy makers and institutions should invest more in the training of farmers, so as to improve their knowledge of this label. Furthermore, it is necessary to advertise this label to consumers to support quality local production.