1,720,978 research outputs found
Consumer perceptions and motivations in choice of minimally processed vegetables: a case study in Italy
No full textPurpose – The purpose of this paper is to examine the usefulness of integrating measures of motivations in predicting purchase intentions of fresh cut products. In order to gain this purpose the authors developed a field study that involved about 425 consumers of fresh cut vegetables products. Design/methodology/approach – Questionnaire data were gathered in Italy on a Likert scale. Questions focussed on intentions to purchase fresh cut lamb’s lettuce from environmental sustainable farms, simulating a fresh cut product with an Eco-label. Data were analyzed using structural equation modeling (SEM). The SEM technique is used to develop propositions representing a theoretical approach in the context of the process for purchasing fresh cut products. With regard to distinguishing between the motives, the authors referred to the approach that sets out two different types of motive: health and green. Findings – The resulting managerial implications make it possible to assess how much the different types of motive influence the attitude and affect the choices and the behavior of the consumers. Originality/value – This implies important managerial implications for new marketing strategies for minimally processed food products, with the opportunity to take advantage of the potential adoption of an Eco-label. © Emerald Group Publishing Limited
An inquiry on north-eastern Italian farmers' perception of climate change and related risks to agriculture
Full text linkEven though agricultural activities have always had to face systemic risk, increasing uncertainty linked to market conditions, policy revision and climate change require the adoption of extensive, functional and informed risk management strategies. Our study aims to investigate north-eastern Italian farmers' perception of climate change-related risks and attitudes towards adaptation strategies, in order to promote the adoption of effective communication strategies and the development of more attractive insurance schemes to widen famers' interests. Cross-sectional survey data were analysed using structural equation modelling to explore concerns over the impact of climate change on agricultural activities and identify the factors that promote the adoption of coping strategies. According to the results, the actual experience of negative consequences linked to specific extreme meteorological events is the main driver for the adoption of mitigation strategies. Further efforts on awareness of climate change and its consequences, coupled with the provision of simpler and more tailored insurance schemes, are required to support a widespread diffusion of adaptation strategies among farmers
Perception of protected areas: Evidence from an italian alpine area
No full textThe objective of the study was to investigate perception of Alpine protected areas (APAs), which play a crucial role in protecting local natural, social and economic values. We proposed a research model in which the positive behavioral intention towards APAs was assumed to be affected by environmental awareness, awareness of wildlife, and perception of ecological connectivity and its functions. Structural equation modeling (SEM) was used to test causalities. Our findings indicated that environmental awareness is not, per se, the determinant of a positive behavioral intention towards APAs: in fact, some specific and closely interlinked elements, such as awareness of wildlife and perception of ecological connectivity, heavily affected the behavioral intention towards a responsible fruition of APAs. The managerial implications of this work include some considerations: a) perception of protected areas has to be analyzed to bolster a positive behavioral intention towards responsible fruition of protected areas; b) awareness of wildlife and perception of ecological connectivity have a crucial role and could be used to strengthen responsible fruition of protected areas; c) these aspects could act as a lever to attract tourists, investors and other stakeholders. These findings should become the basis to plan effective policies, including communication and marketing activities, aimed at bolstering responsible fruition of protected areas as well as of the Alps as a whole
"Packaging e comunicazione: una ricerca empirica nel settore vinicolo in Friuli Venezia Giulia" in Atti del V Convegno Annuale della Società Italiana di Marketing, 3-4 ottobre 2008.
No full textIl presente lavoro ha l’obiettivo di analizzare la funzione comunicativa del packaging, attraverso la realizzazione di una ricerca empirica, di natura quantitativa, nello specifico contesto del settore vinicolo italiano. L’obiettivo principale della ricerca è quello di rilevare, classificare e analizzare i principali contenuti del messaggio e le leve del packaging impiegate dai produttori/imbottigliatori di vino italiani, mettendo in relazione tali aspetti con le caratteristiche strutturali e competitive delle aziende considerate nel campione
Consumer attitudes towards the mountain product label: Implications for mountain development
Full text linkTo protect and promote the originality and authenticity of mountain foodstuffs, the European Union set Regulation No 1151/2012 to create the optional quality term “mountain product”. Our research aimed at exploring the attractiveness of the mountain product label for consumers, considering both attitude towards the label itself and purchase intentions. We propose a model to investigate relationships between four latent constructs — mountain attractiveness, mountain food attractiveness, attitude towards the mountain product label, and purchase intention — which have been tested, thus confirming the statistical relevance of the relationships. All 47 items selected for describing the latent constructs are suitable for this purpose. Ridge and LASSO results also show that 17 items of the first three constructs are relevant in explaining purchase intentions. Some contextual variables, such as age, income, geographical origin of consumers, and knowledge of mountain products and mountains for tourism purposes, can positively influence consumers’ behavior. These findings could support the design of mountain development strategies, in particular marketing actions for both the product and the territory
Alpine agriculture today: Evidence from the Italian alps
No full textThe research aimed at investigating which drivers influence the economic sustainability of mountain farms, in particular the effects of diversification strategies, with reference to the Italian Alps. We analyzed data from the Farm Accountancy Data Network (FADN) and used Structural Equation Modeling to examine the relationships between farm resources and their economic performance. The sample is composed of 938 farms included in the 2015 FADN database and located in Alpine municipalities. They are mainly involved in dairy farming, fruit growing, viticulture and sheep and goat rearing, and half are managed by young and female entrepreneurs. There are two main results of this research: first, confirmation that diversification strategies can positively affect farm income, even for Alpine farms. Second, it is mainly young people who are orienting their farms towards multifunctionality, by bringing a set of skills that combine tradition and innovation to agriculture and Alpine territories. These results are quite informative and useful for policy making to support mountain agriculture and sustainable development of Alpine territories
Consumers’ acceptance of genome edited food and the role of information
Full text linkThe application of biotechnology and genetics to plant science and agronomy is at the basis of the new breeding techniques, including Genome Editing (GE). A choice experiment was undertaken to investigate Italian consumers’ preferences for bread made with gene-edited wheat. Respondents were randomly assigned one of the two versions of a questionnaire, including either a neutral or negatively biased definition of GE. Results demonstrate that the information effect is limited, which confirms that consumers are struggling to understand new breeding techniques. The scientific community should therefore develop better communication strategies for society to comprehensively understand biotechnologies and support policymakers in the definition of informed regulations
Environmental sustainability of the agri-food chain and food miles: a literature review
No full textSupply chain sustainability is still a subject of debate. Some researchers believe that it is based on reducing the distances food travels, while others believe that it also relates to other aspects such as production locations, processes, product types, seasonality, direct sales, regional and local transport, and customer preference for local products and carbon labels. In this review, 119 papers address the concepts of food miles (FM) and local food (LF) with the aim of summarising whether the type of product and production process, seasonality, supply chain organisation and consumer preferences affect the environmental footprint of the agri-food chain.
The results show that the environmental impact of the food supply chain (FSC) is influenced by many factors beyond distance travelled, such as energy-intensive production processes, the technology used in production methods, crops and soil characteristics, harvesting time, storage time, the number of intermediaries and consumer choices. Therefore, the sustainability of the FSC relies on a combination of factors rather than just the reduction of FM.
Researchers studying the sustainability of the food chain and companies committed to greening the agri-food sector may find our work useful. Finally, it provides recommendations for local authorities interested in developing policies for the distribution of goods and in guiding the logistics sector and the FSC as a whole towards practices that reduce the impact of climate change
Packaging e comunicazione: una ricerca empirica nelle zone vinicole del Friuli Venezia Giulia
No full textPackaging and communication: an empirical research in the Friuli Venezia Giulia region - Due to some different factors, the communication role of packaging is becoming more important for numerous products. To communicate effectively, marketers need to know how communication actually works. On the basis of this consideration, supported by several theoretical and empirical evidences, the authors refer to the model of the communication process in order to develop a field research. This model explains the relations between the sender and the receiver, and the related encoding and decoding process. The aim is first of all to point out, classify, and analyze the main contents of the message and the components of packaging used by a sample of wineries in the Collio and Colli Orientali del Friuli area, and then to relate these aspects with the structural and competitive features of the firms.Packaging, communication, wine industry, message, factor analysis
Market opportunities for social farms
Full text linkAlthough social farming is seen as a successful and innovative sector, social farms face various challenges, among which the need to find additional income required to stay in business. However, assuming that social farm food is considered as having ethical attributes, the research aims at investigating to what extent consumers are conscious of some ethical concerns (problems related to social hardship, social equity, food quality etc.), and whether this will create market opportunities for social farm food. The study area is the province of Pordenone (Italy). The results indicate that conscious consumers could represent an effective market channel also for social farm food, a notable opportunity for farms to improve their socioeconomic performance
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