“…This concept means, then, the definition of a set of goals, aiming at reducing a long‐term impact of human activities on the natural heritage (Francis & Youngberg, 1989; Pogutz & Winn, 2016). Several studies stressed on organic farming concept as a responsive sustainable approach to the primary sector (Annunziata & Vecchio, 2016; Canaj et al, 2021; Eyhorn et al, 2019; Gafsi & Favreau, 2010; Halberg, 2012; Rigby & Cáceres, 2001), incorporating, in the rural development, the social dimension (Lamine & Bellon, 2009; Pugliese, 2001; Reganold & Wachter, 2016; Shreck et al, 2006; Torres et al, 2016) and innovation inspiration (Choi, 2016; Karafillis & Papanagiotou, 2011; Morgan & Murdoch, 2000; Padel, 2001). Considering the notable technical progress and the outstanding response from consumers, organic agriculture represents an interesting example to test the impact of social elements on innovation.…”