Sustainability and Competitiveness of Agriculture in Mountain Areas: A Willingness to Pay (WTP) Approach

One of the most evident elements of the agricultural crisis is farm abandonment in many marginal rural areas, such as mountains. Some traits of mountain agriculture such as remoteness, low productivity, extreme weather and small farm size, can limit the adaptation and the competitiveness of this branch. The analysis aims to assess the consumers’ Willingness to Pay (WTP) for permanence of the upland farms and mountain pastures, by a Contingent Valuation analysis. The main results are that a WTP for the redevelopment of the pastures exists and that the personal characteristics of the sample are more influential than the opinions of the individuals on WTP. Moreover, it has been demonstrated that consumers seem to prefer an agricultural orientation of the upland farms rather than a touristic one. In the conclusion section, some policy guidelines are proposed.