MIGRATION AND HUMAN CAPITAL IN ITALIAN AGRICULTURAL LABOUR MARKET: A CASE STUDY ANALYSIS

During the last years Italy, a country characterized by a long history of emigration, has seen a quickly growth of the phenomenon of immigration. Our Nation seems to be a “docking point” for new and substantial flow of immigrants mainly from Eastern Europe looking for new work opportunities. The profile of these people is usually characterized by high level of education as well as flexibility and adaptability. For the national economy in general, and for the agricultural sector in particular, this new migration flows represent an effective answer to the aversion for the agricultural job expressed by many potential autochthon workers. Which are the characteristics of extra-community agricultural labour? Which are the characteristics of migration flows linked to the agricultural labour in three provinces of one of the main agricultural regions in Italy? Based on National Institute of Welfare information’s (INPS), the research underlines the diversification of this phenomenon among Italian regions as well as its dynamism. In Italy, during the last five years, the proportions of foreign agricultural workers increased up to 50%, and peaked in four Italian regions: Friuli Venezia Giulia, Campania, Piemonte and Emilia-Romagna. In Emilia-Romagna, in particular, immigrants represent almost a quarter of total agricultural workers and most of them aged less than forty years. The analysis of information about labour market in the agricultural sector in some Emilia-Romagna provinces shows that immigrants are concentrated in few farms. Farmer prefers to engage homogeneous ethnic groups to assure cultural affinity among the employees. In the local agricultural labour market the immigrants coming from Eastern Europe, in particular from Poland and Romania, are aged between 22 and 36 years, are unemployed in their country, they have a driving license and a good knowledge of Italian and English language.Agricultural Labour Markets, Immigrant Workers, Human Capital, Skills, Agribusiness, Labor and Human Capital, J43, J61, J24,

Value Sharing and Food System Dynamics for Milk, Tomato, and Cereals Food Chains

The aim of the paper is to analyse value sharing and food system dynamics of milk, tomato, and cereals food chains, so to explore the agro‐food enterprises capacity to be competitive and sustainable. The paper is based on the functionalist approach of Malassis and the notion of the system of the General Systems Theory. The methodology is aimed at creating a consolidated financial statement for each food chain so to re‐create the chain value and identify how this is shared among the different food chain stages. The analysis is carried out on primary and secondary data: around 2400 financial statements concerning 480 enterprises from 2003 to 2007 and stakeholders’ interviews. Results show that value is usually created in the processing and distribution stages, to the detriment of the primary sector, and that the retail managing practices tend to impose damaging structural changes on farms whose profitability is at times becoming sustainable only thanks to European subsidies. To conclude, there is evidence of inadequate definition of strategic and network alliance along the chain. Competitiveness is still a concept achieved by single food chain stages against others and food chain internal competition entails a declining sustainability of small farms and enterprises.food chain, value system, economic performance, potato, fruit, cheese., Food Consumption/Nutrition/Food Safety, Food Security and Poverty, Industrial Organization, Risk and Uncertainty,

What Grounds Our Loyalty towards “Authentic Brand Activism” of a Sustainable Food Brand?

“Authentic brand activism” is an under-researched area of study, and it suffers from a clear lack of understanding concerning the effectiveness of its practices. This study aims to assess how consumers’ evaluations of a brand regarding brand reputation, competence, credibility, and benevolence affect consumers’ brand trust and brand loyalty. This research focuses on the Italian brand “Libera Terra” (“Free Land”), an organisation that uses assets confiscated from the mafias for the production of environmentally and socially sustainable agri-food products. Based on a sample of 366 randomly chosen consumers in a supermarket in the urban district of Bologna (Italy), the results show that consumers’ perceptions of brand performance contribute to their perceived levels of brand trust. The brand trust subsequently impacts consumers’ brand loyalty. This research confirms that alignment between an organisation’s values, business practices, and marketing strategies ensures that authentic brand activism is effective, highlighting the need for businesses to consciously adopt brand activism and avoid “woke washing” practices. The theoretical and managerial implications arising from this research are also presented

EVOLUTION OF THE ECONOMIC RESULTS AND THE STRUCTURE OF FARMS: AN ANALYSIS THROUGH THE BOOK-KEEPING DATA IN CENTRAL AND NORTHERN ITALY

The latest orientations of the CAP have had remarkable and wide-spread effects on the whole agri-food sector. It has deeply influenced the entrepreneurs' choices, with reference both to the production techniques and to the business organization. The changes have had inevitable reflexes on the economic results of the firms, thus determining adaptations regarding both the structure and the amount of inputs. In this paper, an analysis of the book-keeping results of agricultural enterprises of Northern and Central Italy is carried out. We try to underline and analyze the evolution of the economic results and the main structural and organizational elements in the firms. The accountancy data of a group of firms located in the Veneto, Emilia-Romagna and Tuscany regions, referred to the period 1994-2000, are taken into consideration. These firms seems to adequately represent the main type of farming: field crops, fruit-growing, wine-growing, husbandry. The study is aimed at underlining the influence of the EU payments on the profitability and the changes in the value distribution between the various input suppliers.

The Influence of Social Media Celebrity Endorsement on Beer and Wine Purchase Behaviour

This version of the article has been accepted for publication, after peer review, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: https://doi.org/10.1108/IJWBR-10-2022-0037[Abstract] Purpose: This study examines whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behavior and what are the characteristics of the celebrities that exert greater influence. Methodology: Based on the source credibility, source attractiveness theoretical models, and on the match-up theory a model of consumer purchase behaviour was proposed. Then, this model is empirically analysed through multiple group Structural Equation Modelling (SEM). Findings: Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement; while expertise is the most influencing factor in wine celebrity recommendations. Value: This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine

The Asymmetric Emotional Associations to Beverages: An Approach through the Theory of Positive Asymmetry

[Abstract] Consumers experience mainly positive emotions in response to food products, and the reason is that, for most individuals, eating and drinking is a pleasurable experience. On this premise, in light of the Theory of Positive Asymmetry, this study answers the following question: “What emotions prevail in beverage consumption?” A MANOVA test was developed comparing emotions associated with spirits (n = 247), alcoholic beverages (n = 560) and non-alcoholic beverages (n = 254). The findings report that the positive asymmetry of emotions occurs in beverage consumption, regardless of the type of beverage product, since pleasant or positive emotions are primarily associated with beverages’ consumption. The analysis suggests that individuals predominantly associate beverages with pleasant emotions, regardless of the type of beverage, while the level of alcohol content seems to be influencing the different emotions and affect. The research results provide valuable insights to help managers and marketers understand the choice and preference for different beverages

The Influence of Celebrity Endorsement on Food Consumption Behavior

[Abstract]: “Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior, but there is scarce research about how celebrity endorsements about food and food products influence consumers’ behavior. In this context and based on the source credibility and source attractiveness models, as well as on the match-up theory, this study aims to examine whether consumers’ food purchase intention and consumers’ willingness to pay a premium price is influenced by celebrity endorsement. For this purpose, an empirical study is developed through Structural Equation Modeling (PLS-SEM) based on data gathered from 316 consumers who read celebrity recommendations. Findings report that consumers are most influenced in their food consumption behavior by the congruence between the celebrity endorsement and the product being recommended, and by the celebrity credibility. Interestingly, celebrity recommendations show a similar influencing pattern both for consumers’ food purchase intention and consumers’ willingness to pay a premium price for food. The major contribution of this research is to show that congruence is the main route by which celebrity endorsement influences food consumption behavior.This research was funded by Cátedra Luis Fernández Somoza, for the internationalization of research studies on the area of Business and Economics of the Universidade da Coruña (Spain

Purchasing food to counteract Mafia in Italy

Purpose The paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated from Mafia-type organisations. This is assumed as a form of buycotting, thus as an ethical purchasing choice to contribute to social change. Design/methodology/approach Data from 339 interviews were elaborated with a cluster analysis. The difference between groups was confirmed using MANOVA, whereas the multivariate multiple regression analysis was carried out to assess the difference between clusters. Findings Three types of consumer groups are identified: absolutists, exceptionists and subjectivists. Coherent with previous studies, findings also highlight the relevance of information acquisition and of the self-effectiveness perception as key factors to stimulate pro-social behaviours. Originality/value With a social marketing perspective, the paper offers useful suggestions to promote political consumerism as a critical choice to contribute to fight against Mafia-type organisations and to spread a culture of lawfulness

Food chains and value system: the case of potato, fruit, and cheese

The aim of the paper is to analyse patterns of value system sharing along food chains, so to explore the agro-food enterprises capacity to be competitive and sustainable. The research focused on three food chains: potato, fruit, and Grana cheese of Emilia Romagna region. The paper adopts the value system approach. The methodology is aimed at creating a consolidated financial statement for each food chain so to re-create the chain operating profit and identify how this is shared among the different food chain stages. The analysis is carried out on 189 enterprises for the potato chain, 187 for the fruit chain and 203 for the cheese chain. The number of enterprises was invariable over the 5 year 2003-2007, leading to some 2,900 financial statement analysis. The chains analysed show differences. In the potato and fruit chains 35% of value is created by distribution, whereas in cheese chain only 13.6%. Over the five years value decreases 5% in fruit and potato and 9% in cheese. The lack of adequate strategic food chain partnership allows an increasing retail market power over the whole chain at the expenses of the primary sector entailing a declining sustainability for all chain actors.food chain, value system, profitability, potato, fruit, cheese, Agricultural and Food Policy,

Value Sharing and Food System Dynamics for Milk, Tomato, and Cereals Food Chains

The aim of the paper is to analyse value sharing and food system dynamics of milk, tomato, and cereals food chains, so to explore the agrofood enterprises capacity to be competitive and sustainable. The paper is based on the functionalist approach of Malassis and the notion of the system of the General Systems Theory. The methodology is aimed at creating a consolidated financial statement for each food chain so to recreate the chain value and identify how this is shared among the different food chain stages. The analysis is carried out on primary and secondary data: around 2400 financial statements concerning 480 enterprises from 2003 to 2007 and stakeholders’ interviews. Results show that value is usually created in the processing and distribution stages, to the detriment of the primary sector, and that the retail managing practices tend to impose damaging structural changes on farms whose profitability is at times becoming sustainable only thanks to European subsidies. To conclude, there is evidence of inadequate definition of strategic and network alliance along the chain. Competitiveness is still a concept achieved by single food chain stages against others and food chain internal competition entails a declining sustainability of small farms and enterprises