Evaluating citizen-consumers' attitude toward high social content products: the case of social farming

PurposeSocial Farming (SF) is an expression of agricultural diversification and multifunctionality, due to its ability to create positive externalities through the inclusion of vulnerable individuals. For this reason, products derived from SF are characterized by social quality attributes, which, however, are not often recognized by the market. This study aims to investigate the reasons behind the lacked recognition of the value created by SF analyzing the willingness to pay (WTP) for such products and the factors affecting citizen-consumers' purchasing behavior.Design/methodology/approachData were collected through a convenience sample (N = 350) via a web-based structured questionnaire. Psycho-attitudinal scales, previously validated in literature, were adopted to characterize the citizen-consumers interviewed. A logistic regression was run in order to determine those characteristics of respondents affecting their intention to purchase SF products, while an ordered logistic regression was performed to uncover the determinants of consumers' WTP for SF products.FindingsThe results show the relevant role of the level of education, household size and ethical self-identity in affecting the willingness to support SF activities by paying a price premium for its products. Lack of availability and information about SF products are the main factors limiting their purchase.Originality/valueThe study offers interesting results outlining future research fields about market penetration strategies and policy implications.

Drivers and Barriers towards Social Farming: A Systematic Review

Social farming (SF) spread across Europe in recent decades. It represents an expression of agriculture diversification and performs a social function expressed through vulnerable individuals’ social inclusion. As a result, SF is able to generate positive externalities and thus contribute to social wellbeing. Despite benefits, SF faces several issues related to its dissemination. Although in recent years scholars have been approaching this topic, much remains to be researched. Therefore, the purpose of this study was to investigate, through a systematic review, drivers and barriers related to the spread of this phenomenon. Results showed that factors such as the lack of information on SF, farmers’ mental limitations and the lack of economic resources, as well as excessive bureaucratization, could hamper the spread of SF. On the other hand, ethical production, new income sources, sustainable rural development and new employment opportunities can encourage the dissemination of such practices. In order to overcome the barriers and emphasize the drivers pointed out by this study, the role of policymakers is essential, as they should promote information and training activities for farmers and consumers in order to increase awareness of SF social value and encourage a collective approach to SF practices.

Social Farming in the Virtuous System of the Circular Economy. An Exploratory Research

Multifunctionality and social farming represent forms of resilience and innovation within urban and rural systems, making use of agricultural, rural, natural, and cultural resources to produce multiple benefits and eco-systemic services. Social farming (SF) introduces innovative activities capable of representing a factor supporting the competitiveness of the production system and represents a tool for responding to the growing needs of urban and rural populations in social, economic, and environmental terms, in relation to the offer of social- health, social-work, recreative and educational services. SF is an innovative model of territorial, participatory, relational, and community service development that looks to an inclusive, sustainable, fair, and supportive society. Its success is linked to the ability to spread within the economic system and become a circular economy model highlighting good practices and as a virtuous example for other companies. The purpose of this work is to examine the role and social impact that Social Farming has in the environmental, social, and cultural changes of the territories where they are located. Case studies in an area of Southern Italy—the Calabria region—were examined with multicriteria methodologies (social network analysis; multiple correspondence analysis) to identify the type of social activity carried out and the propensity to introduce innovations based on services ecosystems on farms. The results show the potential and value of the companies that carry out these social innovation activities. The analysis carried out has drawn some indicative profiles of socially oriented multifunctional companies.

RURAL AND REGIONAL DEVELOPMENT POLICIES IN EUROPE: SOCIAL FARMING IN THE COMMON STRATEGIC FRAMEWORK (HORIZON 2020)

Social Farming (SF) is an emerging sector in the rural European context, but the European Economic and Social Committee (2013/C 44/07) emphasizes that SF should be planned and implemented under the new 2014-20 rural development policy because of the positive results obtained. The SF concept can be associated with agriculture as a multifunctional activity, giving agricultural practice new meanings and functions and incorporating social services, medical treatment and rehabilitation, and educational training and support. In addition, agriculture must be considered as a means of employment and social integration for groups as diverse as individuals who are unemployed or living with mental retardation, mental disorders, or addictions, among others. As a result, innovative SF activities are contributing to the social economy, rural and regional development, and support for a new agro-social paradigm. These are mainly activities linked with the endogenous resources of the territory that generate new enterprises, together with complementary activities that consolidate an economic network as the basis for regional development.

The Role of Social Farming in the Socio-Economic Development of Highly Marginal Regions: An Investigation in Calabria

This paper focuses on social farming, a new “branch” which includes activities that make use of agricultural, rural and natural resources in order to produce food and social services. It investigates the case of Calabria, one of the least developed regions in Italy and in Europe, which suffers from several serious problems; for example, the low level of accessibility, and the presence of the Mafia organisations. We wondered whether in such a region social farming can make a significant contribution to its social and economic development. Using the data collected by means of a qualitative investigation of some of the most important Calabrian social farms, we studied their characteristics, their strategies, their social mission, and their role in the local socio-economic context. We found that most of them are successful, in both economic and social terms, and their role in the local community is positive. Moreover, they are making a valuable contribution to the cultural change required to overcome the predominance of the Mafia.