Introduction: The European Union has recently prompted a shift toward Ecological Intensification (EI) practices, aiming to harmonize agricultural productivity and environmental conservation. Despite the benefits of EI, its implementation has been limited, as farmers face challenges in business reorganization and supply chain adaptation. This paper investigates the role of contract farming (CF) in promoting the adoption of sustainable practices among Italian wheat producers. Specifically, it analyzes the influence of farmers’ entrepreneurial identity on their engagement in such initiatives.Methods: Using the case study of Barilla Group’s Carta del Mulino initiative, an innovative contract farming scheme incentivizing sustainable EI practices, the study explores the relationship between entrepreneurial identity and participation in CF schemes supporting EI. Data from a sample of 314 soft wheat farmers in four regions of Northern Italy were collected to examine the role of entrepreneurial identity in the adoption of sustainable practices and participation in CF schemes. To evaluate the research hypotheses, two distinct econometric models were developed.Results and discussion: The findings reveal that farmers with a more developed entrepreneurial identity are more likely to adopt more sustainable agricultural practices and engage in contractual schemes involving EI practices. The study highlights the importance of fostering and supporting farmers’ entrepreneurial identity while increasing their knowledge of alternative agricultural techniques to address the challenges of the agricultural sector. This integration of individual perspectives (entrepreneurial identity) with a systems view (contract farming schemes) offers valuable insights for future research, policy, and practice in agri-food systems sustainability.

Public attention to the impact of human activities on the environment is growing over time across several sectors, particularly agri-food. In Europe, the agricultural sector's focus on sustainability has influenced EU policies for at least 40 years. The Common Agricultural Policy (CAP) has for years been proposing tools, commitments, and incentives to mitigate the over-use of natural resources and to increase or maintain the flow of ecosystem services (ES) provide by agro-ecosystems. In the latest reform (23-27), the EU strengthens the commitments required of farmers for environmental issues. The role of farmers in natural capital management and ES provision seems to be recognized, EU subsidies for farmers seem to be more related to sustainability and well-being concerns of European citizen. However, it is necessary to understand whether society recognizes these benefits and legitimizes this transfer of public money for these purposes. This study aims to evaluate non-farmers citizen preference through a Choice Experiment for the potential higher flows of ES provided by three of the reformulated and new Good Agricultural Environmental Conditions - GAEC. The case study developed in Italy collected data from 185 citizens of the Po Valley, one of the most intensely cultivated areas in Europe. Analyses demonstrated how society recognizes the benefits provided by more sustainable agricultural systems, showing a preference for higher ES flows. The results show that there is a hypothetical value recognized by society for ES attributable to new GAECs that will be implemented by CAP farmers. In the case study, this value is higher than what farmers currently receive for general environmental purposes through direct payment for the management of arable land. Analysis it could justify that efforts required by the new CAP reform (23-27) to the farmers to achieve sustainable agricultural systems could be compensate and supported by positive citizens valuation.

(1) Background: The pressure that agricultural systems’ intensive management exerts on the environment concerns society. For this reason, the demand for sustainable foods is growing in the market. This study investigated consumers’ Willingness To Pay (WTP) for dry semolina pasta produced with raw materials from more diversified agricultural systems and which factors influence this choice. (2) Methods: The data, collected through a contingent valuation exercise, involved 185 Italian consumers. Through a Tobit model, the drivers influencing the WTP were selected. A latent class cluster analysis determined four different groups of consumers. (3) Results: The data highlighted a real social demand for sustainability. Consumers recognize a higher WTP for sustainable pasta. This value is influenced by drivers such as purchasing habits, personal characteristics, and environmental attitudes. (4) Conclusions: This work offers an approach, both from a market and political point of view, to how this higher potential WTP could be identified and redistributed among the value chain actors by structuring both marketing strategies for the different types of consumers and political tools able to help agri-food chains towards sustainability transition.

An increasing number of individuals are eating out due to work and study commitments. This trend directly influences people’s food choices, especially those who frequently rely on snacks and pre-packaged foods. Consuming these foods can lead to long-term health consequences. Adding functional foods to vending machines could lead to healthier choices. Our aim is to evaluate the acceptability and willingness to pay (WTP) of workers and students for a snack pack of novel functional biscuits (FBs) made with high amylose contents. We found that the experimental flour used is effective in preventing various non-communicable diseases; two phases of analysis were carried out on 209 participants. The participants blindly tested the products and only after the sensory evaluation were they informed about the biscuits’ health contents. Firstly, the blind investigation highlighted the acceptability of the FBs compared to the conventional biscuits. Secondly, the finite mixture model on WTP revealed that some consumers are interested in the health benefits associated with high-amylose test blends and others are focused on hedonistic taste. The design of a communication strategy and industry approach should aim to assist consumers in comprehending the health benefits and sensory aspects of novel functional foods available on the market.

Climate change affects all aspects of human life, and understanding citizens’ views from a policy perspective is crucial for policymakers to develop future financial programs. In Italy, local agencies for water management (LAWMs), historically linked to irrigation and land reclamation, have expanded their role to address environmental challenges. Their modern functions encompass multifunctional strategies aimed at guaranteeing environmental benefits such as groundwater recharge, prevention of hydrogeological disasters, restoration of biodiversity, and natural water purification. This research conducts a discrete choice experiment to analyze citizens’ awareness and willingness to pay regarding the link between LAWMs’ actions and climate change environmental benefits. The findings indicate that respondents are willing to pay a larger amount to support the prevention of hydrological disasters and the restoration of biodiversity. Additionally, over 87% of our sample chose to pay specific amounts rather than maintain the status quo. This percentage varies depending on three factors: recognizing humans as the primary cause of climate change, embracing new policies, and age. However, there is a gap between the willingness to pay for the benefits studied and the importance respondents place on the LAWMs’ actions required to achieve them. Environmental education and participatory solutions to involve citizens in climate change strategies will promote stronger awareness of sustainable policies, an essential factor to improve governance performance.