Specialization and intensification in agriculture have increased productivity but have also led to the spread of monocultural systems, simplifying production but reducing genetic diversity. The purpose of this study was to propose crop diversification as a tool to increase biodiversity and achieve sustainable and resilient intensive agriculture, particularly in areas with water scarcity. In this paper, a combined life cycle assessment (LCA) and life cycle costing (LCC) applied to evaluate the environmental and economic sustainability of a differentiated system of cultivation were (pomegranates, almonds and olives), according to modern intensive and super-intensive cropping systems. Based on the results obtained, it is deduced that pomegranate cultivation generated the highest environmental load, followed by almonds and olives. From the financial analysis, it emerged that almond farming is the most profitable, followed by pomegranate and olive farming.

Purpose: The agricultural sector is facing pressure due to concerns about its impact on the environment. Farmers must adapt to ensure high-quality, sustainable production. This requires efficient techniques such as soilless farming. The development of agricultural innovations depends on social acceptance; thus, it is crucial to identify the factors that influence consumers' purchasing decisions. The aim of this paper is to analyse consumers' perceptions of hydroponic cultivation techniques and their willingness to pay (WTP) a premium price for hydroponic tomatoes certified as “nickel-free” and “zero-residue”.Design/methodology/approach: The survey was conducted in Italy using tomatoes as a case study. Data were collected through an online questionnaire from a convenience sample of 292 respondents and were analysed using statistical analysis and a multiple linear regression model.Findings: The results showed that WTP was influenced by frequency of purchase, familiarity with soilless technology, environmental sustainability, income and education. Consumers place a high value on the sustainability of the hydroponic production process and their perception of increased safety positively influences WTP. It is therefore recommended that marketing strategies focus on the environmental sustainability and safety of hydroponic products. In addition, it may be beneficial to implement a certification system specific to hydroponic cultivation, in addition to the existing “nickel-free” and “zero-residue” certifications.Originality/value: This study introduces several novel elements: it is the first to assess the Italian consumers’ perceptions and WTP for a hydroponic product. Secondly, it assesses WTP in relation to several aspects of increasing relevance related to health claims, namely “nickel-free” and “zero-residue”.

The specialisation and intensification in agriculture have increased the productivity but have also led to the spread of monocultural systems, simplifying production and reducing genetic diversity. The purpose of this study was to propose crop diversification as a tool to increase biodiversity and achieve sustainable and resilient intensive agriculture, particularly in areas with water scarcity. In this paper, a combined Life Cycle Assessment (LCA) and Life Cycle Costing (LCC) was applied to evaluate the environmental and economic sustainability of a differentiated system of cultivation (pomegranate, almond and olive), according to modern intensive and superintensive cropping systems. Based upon the results obtained, it is deduced that pomegranate cultivation generated the highest environmental load, followed by almond and olive. From the financial analysis, it emerged that almond is the most profitable, followed by pomegranate and olive.