Milk consumption has been on the decline for decades. Part of the cause for this is due to changes in consumer behavior and interest in healthy eating. The aim of this study was to estimate the premium price that consumers are willing to pay for A2 milk. A2 milk is a newcomer type of product containing only A2 beta-casein that is spreading in many countries of the world as a functional food. In addition, it is produced by traditional breeds of cattle that are adapted to the marginal areas and could be a virtuous model of the sustainable management system to which the consumer lately seems to turn in an increasingly conscious way. To accomplish this aim, contingent valuation has been used, which permits using a survey and a direct estimation of the premium price that consumers are willing to pay (WTP). The question format used is a dichotomous choice valuation based on a double-bound model. Statistical analysis was carried out using descriptive statistical analysis. The empirical results reveal that consumers are willing to pay a premium for A2 milk. In addition, individuals interested in product quality and already buying functional products are attracted to this type of product.

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.

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.

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.

Nowadays, the interest towards functional food has increased; however, several factors jeopardize their diffusion on the market. In fact, functional foods do not have either a specific regulatory framework or a statutory definition in Europe. A functional food with any nutrition and health claim related to vitamins, minerals, or other substances in their labeling have to meet only the specific requirements established by the Regulation (EC) 1924/2006. Consequently, these products are not uniquely recognizable and the perception of consumers towards them remains a confusing concept. In this scenario, this paper investigates knowledge and factors affecting consumers' consumption intention towards functional food in Italy. For this purpose, a survey was designed, and a logit model was used to explain motivators for the consumption of functional products. The result indicates that consumers are still confused about the concept of functional foods. An important motive for the consumption of functional food is the maintenance of good nutrition, health conditions as well as well-being. An additional factor in the success of functional products is the familiarity and the knowledge of the effects of a particular product on health conditions. The probability of the consumption of a functional product increases when the consumer associates the knows of the functional characteristic and the healthful properties with the consequences of their consumption. Results are useful to verify the opportunities for further expansion of these products on the Italian market.