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首页> 外文期刊>Italian Journal of Agronomy >Sostenibilità e mercati nelle teorie del benessere e del comportamento dei consumatori
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Sostenibilità e mercati nelle teorie del benessere e del comportamento dei consumatori

机译：福利和消费者行为理论中的可持续性和市场

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The relationship between the market and sustainable development is strictly linked with the comparison between the private interests, direct towards the economic growth, and the public interests, orientated instead towards the maximization of the public welfare, according to a vision of development which considers not only the economic growth, but also the environmental and social preservation. As part of this comparison, it has to be taken into account the failure of the market, because of information asymmetries and the presence of certain elements, such as public goods and externalities, that are fundamental for the achievement of sustainability but not allocated by markets. In the paper the evolution of food demand is examined, highlighting the significant changes in the consumer behavior, linked with the post-modern tendencies and the modern vision of well being. In the face of this new demand characterized by more responsible consumers, on the other side, the supply has the opportunity to improve its competitiveness by adopting strategies of diversification, with the ideal extension of the boundaries of the farms from a conventional towards a multifunctional agriculture. Through the description of these dynamics of supply and demand, it is highlighted that such an extension of the ideal boundaries of farms can provide an opportunity to create synergies between the objectives of competitiveness of the primary sector with the public expectations of sustainability: this is possible thanks to the reduction of the market failure due to the expansion of farm boundaries, through which certain public goods and externalities, that agriculture produces, become productive resources for the same farms, contributing to expand the assortment of goods and/or increase their quality and, consequently, increase the revenues of farms.
机译：根据一种发展愿景，市场与可持续发展之间的关系严格地与直接针对经济增长的私人利益与公共利益之间的比较联系起来，而公共利益则针对公共利益的最大化。经济增长，还包括环境和社会保护。作为此比较的一部分，必须考虑到市场的失败，因为信息不对称以及存在某些要素（例如公共物品和外部性），这些要素对于实现可持续性至关重要，但并非由市场分配。在本文中，我们考察了粮食需求的变化，突出了消费者行为的重大变化，并与后现代趋势和现代幸福感联系在一起。另一方面，面对以负责任的消费者为特征的新需求，供应商有机会通过采取多样化战略来提高其竞争力，理想的做法是将农场的范围从传统农业扩展到多功能农业。通过对供求关系的动态描述，强调了农场理想边界的这种扩展可以提供一个机会，使第一产业的竞争力目标与公众对可持续性的期望之间产生协同作用：这是可能的由于扩大了农场界限而减少了市场失灵，农业可以通过这种界限来生产某些公共产品和外部性，从而成为同一农场的生产资源，从而有助于扩大商品种类和/或提高其质量和因此，增加了农场的收入。

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