Accelerating demand to reduce the environmental impact of fossil fuels has been driving widespread attention to renewable fuels, such as biogas. In fact, in the last decade numerous policy guidelines and laws regarding energy, the environment and agriculture have been issued to encourage the use of animal sewage as a raw material for the production of biogas. The production of energy from biogas in a dairy farm can provide a good opportunity for sustainable rural development, augmenting the farm’s income from traditional sources and helping to reduce the overall environmental impact of the energy sector. This paper investigates the trade-off between the environmental and economic benefits of an agro-energy farm in the Umbria region of Italy that employs livestock sewage and manure, dedicated energy crops (corn and triticale silage) and olive waste. The environmental analysis was performed using the LCA methodology, while the economic investigation was carried out by reconstructing the economic balance of the agro-energetic supply chain based on the budgets of each activity performed. The LCA results show, on the one hand, the predominant weight of producing dedicated crops compared to all other processes in the supply chain and, on the other hand, a significant reduction in environmental impact compared to that caused by energy production from fossil fuels. Economic analysis revealed that the results depend significantly on what rate per kWh the government incentives guarantee to agricultural producers of renewable energy.

This study focuses on how traditional rural landscape and proximity to a Natura 2000 Site of Community Importance (SCI) might influence consumers’ choice of an agritourism farm for a weekend stay. Data were collected in Umbria region’s (Italy) agritourism farms in 2014 by interviewing 160 tourists. Results from a discrete choice experiment reveal that the most important feature affecting the interviewees’ propensity to pay a premium price to stay in an agritourism farm is the well-preserved traditional landscape (willingness to pay 32.32€/night for two people), followed by the availability of a swimming pool (willingness to pay 20.95€/ night for two people), the proximity to a historical village (willingness to pay 18.37€/night for two people) and, the location in a Natura 2000 SCI (willingness to pay 13.57€/night for two people). Furthermore, the results underline how the preservation of the traditional landscape and protection of the surrounding environment play a strategic role in developing agritourism and provide economic benefits to local communities.

This study aims to contribute to the existing literature by verifying whether the degree of liking of a new food product influences people’s preferences and willingness to pay from a discrete choice experiment when dealing with sustainable food products. To this purpose, we considered the case study of the introduction into the Italian market of a new food product: tinned Chianina meat. Among the attributes considered for this new product, two in particular were related to sustainability: organic breeding and the preservation of a traditional rural landscape. Half of the respondents underwent a sensory test before taking part in the hypothetical market (discrete choice experiment), while the remaining were administered the tests in reverse order. Tasting the product before the discrete choice experiment did not produce different willingness to pay (WTP) parameters as estimated by a taste factor interaction. However, separating the respondents into those who liked or disliked the product in the tasting condition revealed differences in willingness to pay results. The preferences are different for more than 50% of the attributes considered, and the magnitude of this difference is quite relevant. The WTP for one well known and certified sustainability related attribute—organic breeding—was not affected by the liking, while, for the other—the preservation of a traditional rural landscape—the effect of liking decreases the WTP. As a consequence, we suggest that tasting and liking studies should be routinely coupled with discrete choice studies when analyzing the introduction of new food products, especially when considering sustainable attributes in the experimental design. In the case of organic products where the expectations about taste are higher, neglecting to consider their sensory perception, along with the other discrete choice experiment attributes, could seriously undermine their long lasting success on the market.