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Prof. Giuseppe Marotta
Department of Law, Economics, Management and Quantitative Methods, University of Sannio, Benevento 82100, Italy

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0 Corporate Social Responsibility
0 Innovation
0 Sustainability
0 Value chains
0 Agrifood systems

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Journal article
Published: 04 March 2021 in Agriculture
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While there is growing recognition of the positive role played by organic farming in the reduction of the negative externalities due to conventional agriculture, there is uncertainty about the effect of the latter on the economic performance of the farms. In this scenario, the present paper aims at investigating the effect of organic farming on technical efficiency in Italian olive farms. A cross-section dataset was analyzed through the stochastic frontier function, where the adoption of organic farming was explicitly modeled. Then, to obtain an unbiased estimate of the impact of organic farming on technical efficiency, a propensity score matching method was implemented. The findings reveal that organic farming increases technical efficiency in Italian olive farms by approximately 10%. The highest impact of organic farming is observed in small farms. As for the propensity to become organic, we found that the production and the direct sales of a higher quality of gross marketable output, as well as the intensity of labor and machines, increase the probability to adopt organic farming. Conversely, farm localization, the availability of family labor, and financial capital discourage conversion to the organic farming system.

ACS Style

Maria Raimondo; Francesco Caracciolo; Concetta Nazzaro; Giuseppe Marotta. Organic Farming Increases the Technical Efficiency of Olive Farms in Italy. Agriculture 2021, 11, 209 .

AMA Style

Maria Raimondo, Francesco Caracciolo, Concetta Nazzaro, Giuseppe Marotta. Organic Farming Increases the Technical Efficiency of Olive Farms in Italy. Agriculture. 2021; 11 (3):209.

Chicago/Turabian Style

Maria Raimondo; Francesco Caracciolo; Concetta Nazzaro; Giuseppe Marotta. 2021. "Organic Farming Increases the Technical Efficiency of Olive Farms in Italy." Agriculture 11, no. 3: 209.

Journal article
Published: 14 July 2020 in Sustainability
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This paper contributes to the theoretical debate in agri-food economics on sustainable innovations. Specifically, it aims to define an interpretative model of sustainable innovation processes conceived at the supply chain level, and the determinants promoting these processes. The paper also proposes a best practice of sustainable collective innovation, namely the “Aureo” wheat supply chain. Sustainable collective innovation requires the commitment and involvement of all actors of the agri-food supply chain, while its effectiveness depends on the governance models adopted. The study findings validate the proposed theoretical framework, highlighting several economic, social, and environmental benefits that the process can provide. The results contribute to the debate on the topic, providing useful insights for practitioners and policy-makers.

ACS Style

Marcello Stanco; Concetta Nazzaro; Marco Lerro; Giuseppe Marotta. Sustainable Collective Innovation in the Agri-Food Value Chain: The Case of the “Aureo” Wheat Supply Chain. Sustainability 2020, 12, 5642 .

AMA Style

Marcello Stanco, Concetta Nazzaro, Marco Lerro, Giuseppe Marotta. Sustainable Collective Innovation in the Agri-Food Value Chain: The Case of the “Aureo” Wheat Supply Chain. Sustainability. 2020; 12 (14):5642.

Chicago/Turabian Style

Marcello Stanco; Concetta Nazzaro; Marco Lerro; Giuseppe Marotta. 2020. "Sustainable Collective Innovation in the Agri-Food Value Chain: The Case of the “Aureo” Wheat Supply Chain." Sustainability 12, no. 14: 5642.

Journal article
Published: 02 April 2020 in Sustainability
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The current paper aims to explore consumers’ preferences for wine attributes related to tradition, sustainability, and innovation. A total of 419 regular wine consumers participated in an online survey that took place in Italy. Consumers’ preferences were assessed through a Best-Worst experiment with 11 wine attributes drawn from the literature. The result shows that the wine attributes, more important for consumers, are mainly related to tradition and sustainability. More specifically, the most important attributes for consumers when purchasing wine are “geographical indications”, “grape variety”, “sustainable certification”, “vintage”, and “price”. By contrast, the innovative wine attributes investigated were ranked among the least important ones, namely “canned wine”, “alcohol-free wine”, and “vegan wine”. The study findings offer several implications for wineries and marketers involved in the wine sector. They specifically provide suggestions on the wine attribute wineries should focus on to meet the current consumers’ preferences.

ACS Style

Marcello Stanco; Marco Lerro; Giuseppe Marotta. Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis. Sustainability 2020, 12, 2819 .

AMA Style

Marcello Stanco, Marco Lerro, Giuseppe Marotta. Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis. Sustainability. 2020; 12 (7):2819.

Chicago/Turabian Style

Marcello Stanco; Marco Lerro; Giuseppe Marotta. 2020. "Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis." Sustainability 12, no. 7: 2819.

Earlycite article
Published: 09 March 2020 in British Food Journal
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Purpose The aim of the study is to analyse the value creation processes in multifunctional wineries. Specifically, the paper poses the following research questions: can the creation of public goods (i.e. multifunctionality) open up new paths of value creation for wineries? And if so, can multifunctionality be only compensated through policy instruments? Or, is there a form of market compensation? Design/methodology/approach An empirical analysis was carried out on selected wineries that sell directly. The study implemented the “value portfolio” model that identifies specific variables, both internal and external to the farm, which contribute to the value creation. The methodology adopted is a structural equation modeling (SEM) approach that offers a theoretical basis for developing an understanding of the relationships between group of variables. Findings The empirical analysis confirms the assumptions developed. Indeed, the localized public goods generated by multifunctional farms can benefit from compensation on the market through the direct sale of products and services. Originality/value The study’s findings are quite innovative in the field of agricultural economics and open the way for interesting policy implications.

ACS Style

Giuseppe Marotta; Concetta Nazzaro. Public goods production and value creation in wineries: a structural equation modelling. British Food Journal 2020, 122, 1705 -1724.

AMA Style

Giuseppe Marotta, Concetta Nazzaro. Public goods production and value creation in wineries: a structural equation modelling. British Food Journal. 2020; 122 (5):1705-1724.

Chicago/Turabian Style

Giuseppe Marotta; Concetta Nazzaro. 2020. "Public goods production and value creation in wineries: a structural equation modelling." British Food Journal 122, no. 5: 1705-1724.

Journal article
Published: 11 February 2020 in Sustainability
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This paper contributes to the theoretical debate in agri-food economics focusing on corporate social responsibility. Specifically, it aims to define an interpretative model of the processes of social responsibility and value creation in the food industry. An empirical investigation was conducted using an analysis of case studies—representative of sustainable innovation and social responsibility models—as well as in-depth interviews and focus groups with managers of food industries and the sector’s experts. The paper focuses on a topic that has yet to be analysed in agri-food economics literature: corporate social responsibility as a value-creating strategy. Further, it proposes a life cycle model of social responsibility in business processes. The study findings reveal that corporate social responsibility actions may affect the agri-food process and/or the product. Specifically, the investigated case studies reveal that the production sector in which a company operates strongly influences its orientation towards one or more corporate social responsibility dimensions. This study’s results contribute to the debate on the topic and provide useful insights for practitioners and policy-makers.

ACS Style

Concetta Nazzaro; Marcello Stanco; Giuseppe Marotta. The Life Cycle of Corporate Social Responsibility in Agri-Food: Value Creation Models. Sustainability 2020, 12, 1287 .

AMA Style

Concetta Nazzaro, Marcello Stanco, Giuseppe Marotta. The Life Cycle of Corporate Social Responsibility in Agri-Food: Value Creation Models. Sustainability. 2020; 12 (4):1287.

Chicago/Turabian Style

Concetta Nazzaro; Marcello Stanco; Giuseppe Marotta. 2020. "The Life Cycle of Corporate Social Responsibility in Agri-Food: Value Creation Models." Sustainability 12, no. 4: 1287.

Journal article
Published: 13 March 2019 in British Food Journal
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Purpose The purpose of this paper is to investigate consumer’s acceptance toward product innovation in the agri-food sector, uncovering consumers’ characteristics able to encourage food innovation acceptance. Design/methodology/approach The analysis was carried out by administering a web-based structured questionnaire to a convenient sample of 443 Italian consumers. The study relies on consumers’ willingness to pay (WTP) to assess consumers’ acceptance toward the innovative product, while the Food-Related Lifestyle scale was applied to perform a cluster analysis aiming at detecting the attitude of consumers toward innovations in a traditional food. Findings The study findings showed a clear openness of consumers toward product innovation. Indeed, consumers’ WTP for the innovative product was far higher than the traditional one. Further, two out of three consumers’ groups detected (i.e. pro-innovation and rational adopters) exhibit a broad correlation between the innovative product attributes and consumers’ psychographics characteristics, revealing the existence of a large number of potential consumers. Originality/value The contribution of the paper to the current literature is twofold. First, it focused on an emerging topic for the agri-food sector (i.e. product innovation) whereby research works are still scarce. Second, product innovation was addressed toward a traditional food that is mostly reluctant to innovation due to consumers’ resistance and skepticism.

ACS Style

Concetta Nazzaro; Marco Lerro; Marcello Stanco; Giuseppe Marotta. Do consumers like food product innovation? An analysis of willingness to pay for innovative food attributes. British Food Journal 2019, 121, 1413 -1427.

AMA Style

Concetta Nazzaro, Marco Lerro, Marcello Stanco, Giuseppe Marotta. Do consumers like food product innovation? An analysis of willingness to pay for innovative food attributes. British Food Journal. 2019; 121 (6):1413-1427.

Chicago/Turabian Style

Concetta Nazzaro; Marco Lerro; Marcello Stanco; Giuseppe Marotta. 2019. "Do consumers like food product innovation? An analysis of willingness to pay for innovative food attributes." British Food Journal 121, no. 6: 1413-1427.

Journal article
Published: 20 January 2019 in Sustainability
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The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.

ACS Style

Marco Lerro; Maria Raimondo; Marcello Stanco; Concetta Nazzaro; Giuseppe Marotta. Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry. Sustainability 2019, 11, 535 .

AMA Style

Marco Lerro, Maria Raimondo, Marcello Stanco, Concetta Nazzaro, Giuseppe Marotta. Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry. Sustainability. 2019; 11 (2):535.

Chicago/Turabian Style

Marco Lerro; Maria Raimondo; Marcello Stanco; Concetta Nazzaro; Giuseppe Marotta. 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry." Sustainability 11, no. 2: 535.

Journal article
Published: 19 December 2018 in Agricultural and Food Economics
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ACS Style

Concetta Nazzaro; Marco Lerro; Giuseppe Marotta. Assessing parental traits affecting children’s food habits: an analysis of the determinants of responsible consumption. Agricultural and Food Economics 2018, 6, 1 .

AMA Style

Concetta Nazzaro, Marco Lerro, Giuseppe Marotta. Assessing parental traits affecting children’s food habits: an analysis of the determinants of responsible consumption. Agricultural and Food Economics. 2018; 6 (1):1.

Chicago/Turabian Style

Concetta Nazzaro; Marco Lerro; Giuseppe Marotta. 2018. "Assessing parental traits affecting children’s food habits: an analysis of the determinants of responsible consumption." Agricultural and Food Economics 6, no. 1: 1.

Journal article
Published: 28 November 2017 in International Journal of Business and Society
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This study analyses the social impact of obesity, focusing on the direct costs and, in particular,on the health-care expenditure. Using different socio-demographic variables and through theuse of Multiple Correspondence Analysis and Partial Least Squares Regression, the analysis: i)confirms the increase of the incidence of overweight and obesity when moving from Northernto Southern Italy; ii) identifies the main variables related to the growth of obesity; iii) highlightsa positive relationship between BMI and health-care costs and an incidence of 6% on theregional health-care costs. These findings confirm the need to define suitable guidelines fordecision makers and practitioners and to introduce mandatory regulations forcing companiesto effectuate product reformulation and achieve food safety. Indeed, asymmetric informationand consumer behaviour make investing in product reformulation undesirable for companiesbecause the use of attractive brands is more effective in influencing the purchasing decisionseven of a conscious consumer. Uninformed consumers often cling to the national brands,which sometimes, behind an image of familiarity and identity, may hide harmful ingredients(hydrogenated fats) or excessive quantities of certain ingredients (sugar, salt, saturatedfat) responsible for an unbalanced diet. Therefore, this justifies the introduction of bindingregulations.Keywords: Consumer Behaviour; Obesity; Social Costs; Health-Care Expenditure; MultivariateModel.

ACS Style

Paola Mancini; Giuseppe Marotta; Concetta Nazzaro; Biagio Simonetti. CONSUMER BEHAVIOUR, OBESITY AND SOCIAL COSTS. THE CASE OF ITALY. International Journal of Business and Society 2017, 16, 1 .

AMA Style

Paola Mancini, Giuseppe Marotta, Concetta Nazzaro, Biagio Simonetti. CONSUMER BEHAVIOUR, OBESITY AND SOCIAL COSTS. THE CASE OF ITALY. International Journal of Business and Society. 2017; 16 (2):1.

Chicago/Turabian Style

Paola Mancini; Giuseppe Marotta; Concetta Nazzaro; Biagio Simonetti. 2017. "CONSUMER BEHAVIOUR, OBESITY AND SOCIAL COSTS. THE CASE OF ITALY." International Journal of Business and Society 16, no. 2: 1.

Journal article
Published: 01 January 2016 in Agriculture and Agricultural Science Procedia
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Innovation can be a driver for value creation, variously understood. The emergence of Corporate Social Responsibility highlighted many potential benefits descending from innovation in industries traditionally considered “low-tech”, where the spheres of value concerning the environment and society are of particular importance in the eyes of a consumer who behaves like a “responsible citizen”. This paper examines a case of “responsible innovation” in an wine cooperative, from which internal and external effects originate, able to increase the multiple dimensions of value, involving both the project leader and the territory.

ACS Style

Concetta Nazzaro; Giuseppe Marotta; Francesca Rivetti. Responsible Innovation in the Wine Sector: A Distinctive Value Strategy. Agriculture and Agricultural Science Procedia 2016, 8, 509 -515.

AMA Style

Concetta Nazzaro, Giuseppe Marotta, Francesca Rivetti. Responsible Innovation in the Wine Sector: A Distinctive Value Strategy. Agriculture and Agricultural Science Procedia. 2016; 8 ():509-515.

Chicago/Turabian Style

Concetta Nazzaro; Giuseppe Marotta; Francesca Rivetti. 2016. "Responsible Innovation in the Wine Sector: A Distinctive Value Strategy." Agriculture and Agricultural Science Procedia 8, no. : 509-515.

Journal article
Published: 01 July 2014 in RIVISTA DI ECONOMIA AGRARIA
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ACS Style

Giuseppe Marotta; Concetta Nazzaro. Approcci integrati e governance locale nelle strategie di sviluppo rurale: un framework per la futura programmazione. RIVISTA DI ECONOMIA AGRARIA 2014, 89 -120.

AMA Style

Giuseppe Marotta, Concetta Nazzaro. Approcci integrati e governance locale nelle strategie di sviluppo rurale: un framework per la futura programmazione. RIVISTA DI ECONOMIA AGRARIA. 2014; (3):89-120.

Chicago/Turabian Style

Giuseppe Marotta; Concetta Nazzaro. 2014. "Approcci integrati e governance locale nelle strategie di sviluppo rurale: un framework per la futura programmazione." RIVISTA DI ECONOMIA AGRARIA , no. 3: 89-120.

Journal article
Published: 01 March 2014 in Appetite
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The objective of this study is to understand the level of attention that the consumer awards to a balanced diet and to product ingredients, with a twofold purpose: to understand whether food product reformulation can generate a competitive advantage for companies that practice it and to evaluate the most appropriate policy interventions to promote a healthy diet. Reformulation strategy, in the absence of binding rules, could be generated by consumers. Results from qualitative research and from empirical analysis have shown that the question of health is a latent demand influenced by two main factors: a general lack of information, and the marketing strategies adopted by companies which bring about an increase in the information asymmetry between producers and consumers. In the absence of binding rules, it is therefore necessary that the government implement information campaigns (food education) aimed at increasing knowledge regarding the effects of unhealthy ingredients, in order to inform and improve consumer choice. It is only by means of widespread information campaigns that food product reformulation can become a strategic variable and allow companies to gain a competitive advantage. This may lead to virtuous results in terms of reducing the social costs related to an unhealthy diet.

ACS Style

Giuseppe Marotta; Mariarosaria Simeone; Concetta Nazzaro. Product reformulation in the food system to improve food safety. Evaluation of policy interventions. Appetite 2014, 74, 107 -115.

AMA Style

Giuseppe Marotta, Mariarosaria Simeone, Concetta Nazzaro. Product reformulation in the food system to improve food safety. Evaluation of policy interventions. Appetite. 2014; 74 ():107-115.

Chicago/Turabian Style

Giuseppe Marotta; Mariarosaria Simeone; Concetta Nazzaro. 2014. "Product reformulation in the food system to improve food safety. Evaluation of policy interventions." Appetite 74, no. : 107-115.

Journal article
Published: 01 January 2014 in Economia agro-alimentare
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ACS Style

Giuseppe Marotta; Concetta Nazzaro; Mariarosaria Simeone. Capitale umano e capitale sociale nell'agricoltura multifunzionale: un'analisi delle esperienze di filiera corta nella Campania interna. Economia agro-alimentare 2014, 149 -173.

AMA Style

Giuseppe Marotta, Concetta Nazzaro, Mariarosaria Simeone. Capitale umano e capitale sociale nell'agricoltura multifunzionale: un'analisi delle esperienze di filiera corta nella Campania interna. Economia agro-alimentare. 2014; (3):149-173.

Chicago/Turabian Style

Giuseppe Marotta; Concetta Nazzaro; Mariarosaria Simeone. 2014. "Capitale umano e capitale sociale nell'agricoltura multifunzionale: un'analisi delle esperienze di filiera corta nella Campania interna." Economia agro-alimentare , no. 3: 149-173.

Preprint
Published: 01 January 2012
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In recent years a number of ongoing social, economical and institutional changes have progressively led, on the one hand, to the emergence of intricate competitive scenarios, and, on the other, to a more extensive role of the food industry in modern society. Two fundamental issues – the question of the environment and that of food safety – have prevailed upon the political and institutional scene, setting the conditions which have successively brought about significant changes in consumer demands and expectations, in policies, and in the strategies of enterprises and food processing systems. Initially, in order to confront the environmental and social issues, steps were taken mainly in the institutional ambit. Norms and standards were introduced which the industries internalised as a added cost or bind that served to weaken their competitive potential. This took place in a scenario characterized by the emergence of new competitors who based their competitive edge on those very costs. Subsequently, in part due to the driving force of the European Union, a new phase began. The European Commission’s Green Paper for corporate social responsibility (2001), gave rise to an interesting political and scientific debate, which then led to the growth of a new collective conscience regarding the need for all the stakeholders in the economic system to adopt behaviour which was both socially aware and responsible. A new ethos of doing business has now been established. By introducing models of technological innovation which partake of the green economy, the food industries have voluntarily integrated concerns for the environment and food safety within their economic and productive activities, from the viewpoint of new, high-value methods of production. Along these lines, in this paper, the food industry is (re)interpreted as a network of value-producing governance structures (multi-value enterprise) introducing ethical market opportunities, which represent a strategic competitiv

ACS Style

Giuseppe Marotta; Concetta Nazzaro. Social Responsibility and Competitiveness Strategies of Agri-food Enterprises: A Theoretical and Methodological Approach. 2012, 1 .

AMA Style

Giuseppe Marotta, Concetta Nazzaro. Social Responsibility and Competitiveness Strategies of Agri-food Enterprises: A Theoretical and Methodological Approach. . 2012; ():1.

Chicago/Turabian Style

Giuseppe Marotta; Concetta Nazzaro. 2012. "Social Responsibility and Competitiveness Strategies of Agri-food Enterprises: A Theoretical and Methodological Approach." , no. : 1.