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The aim of this study was to investigate consumer preferences and profile their food-related lifestyles, as well as to identify consumer groups with similar attitudes/behaviours in the Euro-Mediterranean fruit and vegetable market.

A structured questionnaire was designed drawing from the food related lifestyles instrument and including other factors relevant to fruit and vegetable consumer preferences. The data were collected in an online survey with 925 participants in France, Greece, and Italy. A principal component analysis was conducted to interpret and examine consumers' fruit and vegetable related lifestyles. In addition, a cluster analysis was performed to identify different consumer segments, based on the core dimensions of the food-related lifestyle approach.

In each country, three primary consumer segments were distinguished. Health-conscious individuals were predominant in France and Greece, while quality-conscious consumers were prevalent in Italy. These classifications were determined considering various factors such as purchase motivation, perception of product quality, health concerns, environmental certifications, and price sensitivity.

The food-related lifestyle approach has been adapted instrument to create a customised survey instrument specifically designed to capture the intricacies of fruit and vegetable consumer preferences and priorities in three Euro-Mediterranean Countries.

The paper aims to analyze the relevance of networking and social capital in promoting the adoption of sustainable innovation, then reinforcing trajectories of multifunctional agriculture. It puts forwards a systemic perspective by focusing on agricultural knowledge and innovation systems. More precisely, we share the idea of “micro agricultural knowledge and innovation systems”, by addressing ambidexterity as engine for boosting sustainable innovation.

Empirical analysis is focused on sustainable innovation adopted by young farmers in Italy and on the mediation effect of ambidextrous relations in performing innovation adoption. Ambidextrous relations are analyzed within at the micro-AKIS level, through the lens of social capital. Relationships between social capital and innovation adoption are statistically measured.

The analysis shows how ambidexterity develops a mediation effect, with a strong impact on the farm's innovative capacity. Actually, our results confirm that ambidextrous relations reveal good performance and stimulate innovation and, consequently, farms' competitiveness, alongside the path of multifunctional agriculture. As a consequence, the relevance of networking activity in adoption of sustainable innovation may address possible policy action with the aim to strengthen ambidexterity and farm's innovativeness.

The paper tries to fill a gap in literature, by focusing on micro-AKIS which are explored through the lens of social capital.

Women-led enterprises can count on intellectual capital (IC) to implement a knowledge exchange process, improve managerial skills and provide themselves with more certain and reasonable financial resources. Recently, the literature has recognized a new paradigm of innovation, known as open innovation (OI) that emphasizes the strategic importance of relationships for knowledge development. The paper, first, aims to investigate if IC can support female agri-start-ups’ innovation process. Second, the aim is to analyse the ways in which IC supports female agri-start-ups.

The work uses a qualitative methodology and a multiple case study supports the paper. Data were acquired using direct semi-structured interviews. To read and interpret them, the authors resorted to the C.A.O.S. model that permits examining the direct relationships in terms of relational capital (RC) and also, observing the effect produced by the relational circuit in terms of human capital (HC) and structural capital (SC) in small and medium enterprises.

Findings reveal that RC plays a fundamental role in innovative start-up's development. The S-C and S-O links support business management and help fill the gender financial gap. This leads to improving entrepreneurial skills (HC) and promoting internal innovative solutions (SC). The S-A links can help the entrepreneur acquire more awareness of the market and compete better.

The research contributes to IC and gender studies, with a specific focus on RC and the innovation process. Although the literature has already investigated the role of RC in female entrepreneurship, only few previous research have conducted a qualitative analysis about the relationships established in the peculiar context of innovative agri-start-ups.