This thesis investigates how behavioural nudges can promote the adoption of environmental practices among farmers and how consumers respond to sustainability and nutrition labelling, in particular the Eco-Score and Nutri-Score. It addresses key gaps in the literature, including the effectiveness of different types of nudges, the role of socio-economic and cultural factors in shaping farmers' responses, and the drivers and barriers to adopting sustainable practices. It also examines consumer perceptions of sustainability certification and how these labels influence purchasing decisions.A mixed-methods approach, including discrete choice experiments (DCEs) and other analytical methods (e.g. Q methodology or artefactual field experiment), was used to collect data from farmers and consumers in different regions. The results show that farmers' responsiveness to nudges varies according to regional socio-economic and cultural contexts, and that their decisions are influenced by personal benefits, perceived risks and social recognition. On the consumer side, perceptions of Eco-Score and Nutri-Score labels vary according to socio-demographic factors such as age, education level and income. While some consumers see these labels as helpful tools, others see them as overly simplistic or misleading.The findings provide valuable insights for policymakers, suggesting the need for tailored nudges for farmers, clear and transparent labelling for consumers, and integrated strategies to effectively link sustainable production and consumption. The study contributes to both theory and practice, offering recommendations to support the ecological transition in agriculture and to encourage more sustainable consumer choices.

(2025). La Transizione Green in Agricoltura.

La Transizione Green in Agricoltura

Vella, Francesco
2025-01-29

Abstract

This thesis investigates how behavioural nudges can promote the adoption of environmental practices among farmers and how consumers respond to sustainability and nutrition labelling, in particular the Eco-Score and Nutri-Score. It addresses key gaps in the literature, including the effectiveness of different types of nudges, the role of socio-economic and cultural factors in shaping farmers' responses, and the drivers and barriers to adopting sustainable practices. It also examines consumer perceptions of sustainability certification and how these labels influence purchasing decisions.A mixed-methods approach, including discrete choice experiments (DCEs) and other analytical methods (e.g. Q methodology or artefactual field experiment), was used to collect data from farmers and consumers in different regions. The results show that farmers' responsiveness to nudges varies according to regional socio-economic and cultural contexts, and that their decisions are influenced by personal benefits, perceived risks and social recognition. On the consumer side, perceptions of Eco-Score and Nutri-Score labels vary according to socio-demographic factors such as age, education level and income. While some consumers see these labels as helpful tools, others see them as overly simplistic or misleading.The findings provide valuable insights for policymakers, suggesting the need for tailored nudges for farmers, clear and transparent labelling for consumers, and integrated strategies to effectively link sustainable production and consumption. The study contributes to both theory and practice, offering recommendations to support the ecological transition in agriculture and to encourage more sustainable consumer choices.
The Green Transition in Agriculture
29-gen-2025
Ecological Transition; Mitigation of pesticides; Front-of-Pack labels; Viticulture; Consumer behavior; Nudges;
(2025). La Transizione Green in Agricoltura.
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Descrizione: The Green Transition in Agriculture
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10447/670528
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