• Energy Research

In recent years, the certification of environmental sustainability has been adopted by a large number of farms. A wide range of recent literature proved consumers’ preference and willingness to pay (WTP) for certification claiming for reduced environmental impact of food production, whereas the literature on farmers’ preference for a specific scheme design is scant. This study aims at investigating the possibilities of developing an environmental certification (EC) for agricultural products that is more tailored to farmers’ expectations. Data from an original survey among 116 producers from Italy, Croatia, and Greece were used to investigate the most preferred elements of a hypothetical EC for a general agricultural product, by means of a choice experiment. Although differences emerge in relation to the nationality of respondents, the results on average suggest a clear preference and a higher WTP by farmers for a certification that may guarantee an efficient use of water resources. Furthermore, farmers are found to be more inclined toward a public certifying body and the possibility to receive technical assistance for the scheme adoption.

In the last few decades, criticisms arose in society over sustainability in viticulture, due particularly to environmental and health concerns about pesticide use. The presence of social conflicts is well documented in some renowned wine areas as the Bourgogne in France and the Prosecco in Italy. As a novel contribution, this paper provides empirical insights into winegrowers’ commitment and will and related motivations towards environmental sustainability in the Prosecco Hills area, where social conflicts are well documented around this relevant facet, but little is known on the part of producers. This study aims to explore the pro-environmental behavioral intention of Prosecco winegrowers, focusing on its behavioral determinants, namely knowledge, responsibility, and self-identity. Data collection was held from August to December 2021 through a structured online questionnaire sent to Prosecco winegrowers. We obtained 87 completed questionnaires and data were analyzed through Partial Least Square Structural Equation modeling using SmartPLS software. The results suggest that, on average, winegrowers in our sample show a high pro-environmental behavioral intention. Moreover, the results associate a higher intention to adopt pro-environmental behavior and a higher responsibility towards sustainable viticulture with winegrowers’ having a good knowledge of farming practices beneficial for the environment. Moreover, winegrowers who feel more responsible for acting sustainability towards the environmental in the area and those who view themselves as pro-environmental farmers intend to farm more sustainably. Our results have implications to support the design of locally adapted strategies and policies aimed at improving the diffusion of more sustainable farming practices and resolving local conflicts.

Abstract The increasing global demand for livestock products and its large environmental impact ask for urgent policy and managerial strategies. With regard to meat consumption, feasible actions relate to its reduction and orienting consumers toward more sustainable meat choices. The aim of the study is to investigate the determinants affecting meat consumers in their intention to buy beef whose label clearly expresses environmentally friendly characteristics. To do so, we hypothesized to apply an institutional system of ecological labeling on beef products. An extended framework based on the Theory of Planned Behavior was applied to understand the factors affecting the consumer decision-making process toward eco-labeled beef. A survey was conducted with 1139 consumers in Italy. Data were analyzed by means of confirmatory factor analysis and structural equation models. Results highlight that beef consumers are likely to change their habits, in favor of more sustainable beef choices. The analysis highlights that, together with consumer attitudes, social norms and perceived behavioral control, institutional trust and food shopping habits play an important role in activating the consumer's cognitive decision-making process toward more sustainable beef. Results add to the literature on the determinants of green food-choices and introduce new insights on the role of institutional trust in the intention to buy beef labeled with a public standard. Findings highlight that particular attention should be devoted to build trust for public institutions in order to promote sustainable food consumption behavior. Moreover, results validate previous studies on the effectiveness of information-based policies in fostering more sustainable consumption choices.

To improve the dietary habits of the population, the EU, within the Farm to Fork strategy (F2F), is strongly supporting the Nutri-Score (NS) Front Of Pack (FOP) label. Under the NS system, Geographical Indications (GIs) are generally scored as “unhealthy” food, given the predominance of products of animal origin among GIs which are, notoriously, high-fat products. This study aims to determine the impact of the NS label on consumers’ preferences for two Protected Designation of Origin (PDO) cheeses, in comparison with generic ones. A Discrete Choice Experiment (DCE) was conducted on 600 Italian consumers through the estimation of a Random Parameter Logit model. Results highlighted that Italian consumers are generally not familiar with the NS and perceive it as a positive characteristic of the product, even if it is signalling an unhealthy choice (D score). However, consumers aware of the Nutri-Score meaning are willing to pay less to buy a product considered “unhealthy” according to this system. Furthermore, we found that consumers who already knew the NS system have homogeneous behaviours in rejecting the product, independently of the association with a PDO certification. This result has important implications on the agri-food sector. If the Nutri-Score becomes mandatory in the EU, consumers might refuse many GIs due to their negative Nutri-Score values. However, the quality of these products is recognized and protected worldwide. In this vein, the GI policy could be questioned by the F2F strategy: both of them aims to reduce information asymmetry producing, at the same time, contrasting results. Within the Geographical Indication policy, the PDO and PGI goods are protected for their quality attributes, which are strictly linked to their geographical origin of the products and traditional know-how. However, the EU adoption of the Nutri-Score could damage these products, reducing their perceived quality/value.