Social farming (SF) spread across Europe in recent decades. It represents an expression of agriculture diversification and performs a social function expressed through vulnerable individuals’ social inclusion. As a result, SF is able to generate positive externalities and thus contribute to social wellbeing. Despite benefits, SF faces several issues related to its dissemination. Although in recent years scholars have been approaching this topic, much remains to be researched. Therefore, the purpose of this study was to investigate, through a systematic review, drivers and barriers related to the spread of this phenomenon. Results showed that factors such as the lack of information on SF, farmers’ mental limitations and the lack of economic resources, as well as excessive bureaucratization, could hamper the spread of SF. On the other hand, ethical production, new income sources, sustainable rural development and new employment opportunities can encourage the dissemination of such practices. In order to overcome the barriers and emphasize the drivers pointed out by this study, the role of policymakers is essential, as they should promote information and training activities for farmers and consumers in order to increase awareness of SF social value and encourage a collective approach to SF practices.

European policies, especially the ‘farm-to-fork strategy’, address the challenge posed by the ecological transition in agriculture setting up a new technological paradigm. In this context, collective smart innovations may play a crucial role, enabling to meet current citizen-consumers’ needs as well as producing positive environmental and social externalities. Lately, wineries, in the attempt to improve the sustainability of production process and the creation of competitive advantages, reoriented their investments in research and development embracing smart innovations. The latter, when supported by appropriate models of corporate governance, can facilitate business decisions and create shared value. Despite its relevance, literature on the topic is still scarce. This study aims to investigate the role played by collective smart innovations and corporate governance in the sustainable and ecological transition of wineries and, specifically, wine cooperatives. The case study methodology was adopted investigating the collective innovation ‘I mille per l’Aglianico’ implemented by the Italian wine cooperative ‘La Guardiense’. Results show that the collective smart innovation experienced by ‘La Guardiense’ had impacts in terms of internal economies, such as increase in sales and costs reduction; and in terms of external social economies, such as local development and environmental protection.

PurposeSocial Farming (SF) is an expression of agricultural diversification and multifunctionality, due to its ability to create positive externalities through the inclusion of vulnerable individuals. For this reason, products derived from SF are characterized by social quality attributes, which, however, are not often recognized by the market. This study aims to investigate the reasons behind the lacked recognition of the value created by SF analyzing the willingness to pay (WTP) for such products and the factors affecting citizen-consumers' purchasing behavior.Design/methodology/approachData were collected through a convenience sample (N = 350) via a web-based structured questionnaire. Psycho-attitudinal scales, previously validated in literature, were adopted to characterize the citizen-consumers interviewed. A logistic regression was run in order to determine those characteristics of respondents affecting their intention to purchase SF products, while an ordered logistic regression was performed to uncover the determinants of consumers' WTP for SF products.FindingsThe results show the relevant role of the level of education, household size and ethical self-identity in affecting the willingness to support SF activities by paying a price premium for its products. Lack of availability and information about SF products are the main factors limiting their purchase.Originality/valueThe study offers interesting results outlining future research fields about market penetration strategies and policy implications.