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The Value of Crop Diversification: Understanding the Factors Influencing Consumers’ WTP for Pasta from Sustainable Agriculture

Author

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  • Eleonora Sofia Rossi

    (Department of Economics, Engineering, Society and Business Organization (DEIM), University of Tuscia, Via del Paradiso 47, 01100 Viterbo, Italy)

  • José A. Zabala

    (Departamento de Economía de la Empresa, Universidad Politécnica de Cartagena, Paseo Alfonso XIII, 48, 30203 Cartagena, Spain)

  • Francesco Caracciolo

    (Economics and Policy Group, Department of Agricultural Sciences, BAT-Center for Studies on Bioinspired Agro-Environmental Technology, University of Naples “Federico II” Via Università, 96-80055 Portici, Italy)

  • Emanuele Blasi

    (Agricultural and Food Economics, Department for Innovation in Biological, Agro-Food and Forest Systems (DIBAF), University of Tuscia, Via San Camillo del Lellis snc-, 01100 Viterbo, Italy)

Abstract

(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.

Suggested Citation

  • Eleonora Sofia Rossi & José A. Zabala & Francesco Caracciolo & Emanuele Blasi, 2023. "The Value of Crop Diversification: Understanding the Factors Influencing Consumers’ WTP for Pasta from Sustainable Agriculture," Agriculture, MDPI, vol. 13(3), pages 1-18, February.
    • Handle: RePEc:gam:jagris:v:13:y:2023:i:3:p:585-:d:1082652
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    References listed on IDEAS

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