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Sustainability 2016, 8(4), 343;

Sustainability and Competitiveness of Agriculture in Mountain Areas: A Willingness to Pay (WTP) Approach

Department of Agricultural and Environmental Science, University of Milan, via Celoria 2, 20133 Milan, Italy
Author to whom correspondence should be addressed.
Academic Editor: Filippo Sgroi
Received: 23 March 2016 / Revised: 4 April 2016 / Accepted: 5 April 2016 / Published: 7 April 2016
(This article belongs to the Special Issue Sustainability and Competitiveness of Farms)
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One of the most evident elements of the agricultural crisis is farm abandonment in many marginal rural areas, such as mountains. Some traits of mountain agriculture such as remoteness, low productivity, extreme weather and small farm size, can limit the adaptation and the competitiveness of this branch. The analysis aims to assess the consumers’ Willingness to Pay (WTP) for permanence of the upland farms and mountain pastures, by a Contingent Valuation analysis. The main results are that a WTP for the redevelopment of the pastures exists and that the personal characteristics of the sample are more influential than the opinions of the individuals on WTP. Moreover, it has been demonstrated that consumers seem to prefer an agricultural orientation of the upland farms rather than a touristic one. In the conclusion section, some policy guidelines are proposed. View Full-Text
Keywords: multifunctionality; sustainability; WTP; mountain pastures multifunctionality; sustainability; WTP; mountain pastures
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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Mazzocchi, C.; Sali, G. Sustainability and Competitiveness of Agriculture in Mountain Areas: A Willingness to Pay (WTP) Approach. Sustainability 2016, 8, 343.

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