Carbon sequestration in agricultural soils is essential for sustainable agriculture, contributing to the achievement of the Sustainable Development Goals and combating climate change. The Voluntary Carbon Market (VCM), designed to encourage farmers to implement sequestration practices, is a recent innovation in Europe, in contrast to the well-established American system. Consequently, there is limited understanding of farmers' intentions to participate. The study analyzes farmers' willingness to participate in VCM and the influencing factors through the Extended Theory of Planned Behavior (ETPB). For this purpose, data were collected from 241 Italian farmers located in the Sicily region and the partial least squares structural equation model (PLS-SEM) was applied. The results show that Attitude, Perceived Behavioral Control and Knowledge of VCM have a statistically significant influence on farmers' intention to participate in VCM. In contrast, Subjective Norms and Perceived Environmental Risk do not have a statistically significant influence. Our findings suggest that farmers' intention is strongly influenced by confidence in their capabilities and knowledge of the topic. This should guide policymakers and practitioners to offer extension services and technical assistance, helping farmers understand the potential of the VCM. Indeed, limited knowledge is a major barrier to participation in this initiative.

The paper addresses the consumption issue in the post-Covid-19 pandemic era, finding a possible interpretative model in the theory of planned behaviour. To this end, a sample was selected, and multivariate statistical analysis showed that the aspects of sustainability, health and well-living represent possible keys to understanding purchasing and consumption behaviour in the recovery and return to “normality”. The mass media, the advice of experts, and the optimism of small things (from an emotional and social point of view) also have a correlated effect on the purchase of food, health and the environment, as well as production methods, origin and supply chain, packaging and ethical and social responsibility, in line with the much desired ecological transition.

Introduction: The combination of knowledge, personal skills and company resources influences, all things being equal, such as the availability of new technologies, market conditions and other factors external to the company, farmers in their innovation choices. This study is an attempt to understand which psychological constructs influence the decision-making process of farmers specialized in typical Mediterranean crops with regard to innovation. Previous studies on the adoption of agricultural innovations have often considered socio economic characteristics and ignored the underlying motivational factors that influence the behavioral intention of farmers.Methods: This study adopted three socio-psychological constructs, Attitude (ATT), Subjective Norm (SN), and Perceived Behavioral Control (PBC), derived from the Theory of Planned Behavior (TPB), and proposed three new constructs, Perceived Innovations Characteristics (PIC), Benefits (B), and Transferability (T), thus using an Extended Model of the Theory of Planned Behavior.Results: The outcome of the multiple regression revealed that farmers' intention (I) to adopt sustainable irrigation innovations is positively influenced by attitude (ATT), subjective norm (SN), and perceived innovation characteristics (PIC). This last construct had mediating effects on the indirect relationships between PBC, benefits (B), transferability (T), and intention (I).Discussion: The results provide numerous insights, useful both for outlining the demand for innovation and for calibrating future policies aimed at the primary sector, especially on the sustainable management of irrigation resources. In particular, the analyses carried out highlight the importance of factors external to the company as key levers in shaping the demand for innovations.

Purpose: In the current landscape of the beverage market, craft beer has secured a prominent position, attracting consumers seeking high-quality products with distinctive characteristics. This study aims to identify the key drivers of consumer preferences for craft beer attributes.Design/methodology/approach: Conjoint analysis and cluster segmentation were employed to analyze the preferences of 351 Italian craft beer consumers.Findings: The preferences of a representative sample were analyzed to identify the utilities associated with various beer attributes, including colour, alcohol level, body, raw material origin and price. The findings indicate that colour is the most highly valued attribute, followed by price and alcohol level. Consumers prefer beers with a lighter colour, a moderate alcohol level between 5 and 7% and an affordable price. Furthermore, beers that emphasize the Italian origin of raw materials are appreciated, demonstrating a strong link with local identity. The segmentation of the sample into three clusters revealed significant differences in preferences. The first cluster preferred light beers at medium prices, the second for amber beers at low prices and the third opted for dark and full-bodied beers.Originality/value: The findings of this study provide valuable insights for craft beer producers seeking to refine their marketing strategies and product development. Producers can better meet consumers’ evolving preferences by better understanding the diverse needs of consumers and optimizing their offerings in an increasingly competitive market.

Prickly pear seed oil is becoming increasingly popular in green cosmetics due to its skin benefits. However, there is a lack of research on consumer demand and perception of products containing this ingredient in Italy. This study aims to address this gap by examining the factors that influence Italian consumers' demand for prickly pear seed oil. Specifically, we focus on the product's attributes, as well as socio-demographic factors. The research engaged 300 Italian participants through an online survey. The dataset was analyzed using an Ordered Probit Model, revealing a higher purchasing frequency for prickly pear seed oil among consumers who prioritize the product's natural and sustainable origins. The analysis also highlights the influence of socio-demographic characteristics, particularly gender and income, on purchasing behavior. These findings provide valuable insights for marketers and product developers in the green cosmetics industry. Emphasising the natural and sustainable aspects of prickly pear seed oil can appeal to a broader audience. Additionally, understanding the demographic factors at play can help tailor marketing strategies to target specific consumer segments more effectively. The study contributes to the strategic development of marketing and product innovation in the green cosmetics sector by uncovering consumer preferences and trends. It advocates for a deeper consumer-centric approach in promoting sustainable beauty products.