L’accettabilità delle innovazioni nella filiera lattiero casearia: un’analisi tramite la metodologia Q sort (Innovation acceptability in dairy supply chain: a Q methodology analysis)

This work illustrates the acceptability of innovations in the Italian dairy supply chain. The research is part of a larger study financed by the EU Commission (EU-FP7 SOLID - "Sustainable Organic and Low-Input Dairying") aimed at optimising the financial, agronomic and nutritional aspects of the organic and low input dairy sector. Several studies demonstrate how the development and the adoption of innovations are critical in improving and increasing the competitiveness of the supply chains (es. Stewart-Knox & Mitchell, 2003). In this work, the Q methodology was applied to investigate the innovation acceptability to organic and low input dairy supply chain members (Consumers, Farmers and Retailers & Processors). The aim was to identify and analyse different and common opinions of the Q participants. The results showed two different perspectives. The first one is a ‘sustainable’ view, shared by the majority of participants to the Q study; the second one is more practical, and mostly adopted by farmers. Some methodological and strategic implications are also presented in detail.