“…Non-monetary market incentives cannot be directly estimated and may be both internal and external. Among the variables which derive from firms' adaptation to stakeholders needs (external) the literature identified the good practices to satisfy major customer requirements towards food safety and quality, and retailers' commercial pressure (Chen et al, 2015;Crandall et al, 2012;Heyder et al, 2012;Resende-Filho and Hurley, 2012;Wilcock et al, 2011;Mai et al, 2010;Manos and Manikas, 2010;Starbird and Amanor-Boadu, 2006;Holleran et al, 1999).…”