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The paper analyses preferences and motivations of Italian consumers of flowers and ornamental plants, both conventional and organic. The results helped to outline their profile. Purchases are still done in the traditional places (flower shops for cut flowers and plant nurseries for potted plants), however positive trend is found for potted plants purchases at large distribution chains. Some differences came out as to purchase motivations: cut flowers are mainly bought in special occasions whereas potted plants purchases are linked to personal use. The results confirm a positive relationship between the purchase of flowers and plants and the age of the interviewees, besides showing that women are interested on purchases. The information we obtained is relevant not only for the sector’s operators in order to define effective managerial strategies, but also for the policy maker to address new market and consumption policies.

The paper deals with the role of ICT and the related infrastructures to induce innovations for sustainable rural development. In particular, it focuses on the innovations induced by ICT in farms and in new rural firms, and on how digital infrastructures support and generate social innovation mechanisms, leading to the consolidation of entrepreneurship and dissemination of ICT-based innovation in rural areas. The hypothesis is that the presence of digital infrastructures generates a double effect: overcoming the concept of geographical proximity (relevant for remote rural areas) and promoting social innovation. In particular, this paper examines the role of social innovation to create a new demand for products, services and organisational models for farms and rural enterprises, promoting further innovation. To target the objectives, the work analyses three case studies of new business models (BMs) based on ICT innovation. The analysis focuses on the most important interactions, learning and organisational processes within the new enterprises and among the new farms/enterprises and the other economic and institutional actors, and on how they were shaped and changed by the use of ICT, relating them to a conceptual model. These three cases, although pioneering, are important since they give an original response to some of the main problems and needs of remote and inner rural areas, as for the access to high value segment of food market, the information deliveries about attractiveness of landscape and countryside for foreigners, investors and tourists and the creation of new stable relation with consumers/citizens in the urban areas. The three cases have been analysed with the aim to identify how the ICT, and the related innovations, create an interconnection between four characteristic elements of the BMs (value creation, supply chain, customer interfaces, financial model) and the restructuring of proximity dimensions (cognitive, institutional, social, geographical, organizational). The work shows how these three cases have several communalities, but also different aspects with respect to our objective of analysis: there are different ways in which the four characteristic elements of the BM are constructed and also different in the role that the different dimensions of proximity play in structuring the innovation process in each one of them. More generally, the results of the work also lead to consider a new role for public investments in ICT infrastructures: public administrations should intervene in order to create a coherence within projects of public and private initiatives.

No-tillage is a farming system aiming at minimizing soil disturbance associated with the cultivation of arable crops. This technique, together with the practices of continuous soil cover and of crop rotation, also represents one of the elements of the so called Conservation agriculture, a paradigm of sustainable agriculture that is spreading in many areas of the globe. The aim of the work is to examine the spread of No-tillage in Italy analyzing the modalities of adoption and the factors that can influence it. Modalities of adoption can vary depending on whether No-tillage represents an incremental innovation within the ordinary management of the farm, or a complementary element of an alternative technological paradigm identifiable with Conservation agriculture. Factors influencing the adoption of No-tillage, widely studied in the literature, concern the characteristics of the natural environment, the structural features of the holdings (i.e. size) and also the presence of knowledge spillovers that are largely the result of spatial networks between farmers and other stakeholders.Elaborations have been first of all aimed at distinguishing the two types of modalities of adoption and subsequently at verifying the influence of the factors mentioned above, in particular through the Local Moran Index. In summary, the work describes how the diffusion of No-tillage practices can be partly ascribed to a cost saving-oriented incremental innovation process in the framework of a conventional paradigm of agriculture that mainly pertain to large size holdings. However, there is a significant number of farms where the adoption of Notillage practices demonstrates the decision to try a more comprehensive reorganization of the way of doing agriculture, similar to the paradigm of Conservation agriculture, and in which the cognitive and relational aspects related to the aforementioned networks seem to be very important. Spatial analysis has allowed to depict two models of adaptation to the paradigm of Conservation agriculture: one is mainly concentrated in the rural areas of the centralnorthern Apennines, and another is located mainly in two regions of southern Italy (Puglia and Sicily).

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