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The present study aims to understand how a culture associated with proximity to the Mediterranean Sea transcends political boundaries fostering common values and beliefs across three countries.

Semi-structured interviews were conducted in Italy, Spain and France to assess similarities and differences between respondents. The qualitative data were augmented with the literature pertaining to Mediterranean identity, culture and the influence of contextual factors on its development.

The three geographically proximate countries all border on the Mediterranean Sea. The interviews revealed common cultural elements that transcend political boundaries suggesting that the common context fosters similar cultural elements. At the same time, there are important cultural elements that are uniquely associated with each country.

The geographic composition of the sample limits the generality of the results. By design, it focuses on three countries to limit other sources of variation such as affluence and religion. A sample across additional countries would have provided greater confidence in the results, although the selected countries are representative of a large portion of the Mediterranean area, especially in terms of values. Inclusion of respondents from countries with different levels of wealth, religious and political ideologies would likely uncover additional facets of Mediterranean identity.

A key implication relates to the extent that similar values and beliefs appear to cut across political boundaries suggesting the existence of transnational segments. It also suggests the importance of considering contextual factors when developing an understanding of consumer behavior.

The paper provides insights into the concept of Mediterranean identity, through an examination of the literature and respondents’ perceptions and attitudes about the sense of belonging and attachment to Europe, their country of birth and about being Mediterranean. The notion of a Mediterranean culture has been examined conceptually, but not empirically. This study begins the process of establishing the degree to which Mediterranean identity and the extent to which it exists across multiple countries.

The purpose of this paper is to provide a measurement scale that captures elements of Mediterranean identity.

A scale was developed from items drawn from existing scales and from a qualitative study that examined how respondents viewed their national identity as well as the concept of a Mediterranean identity. The literature pertaining to Mediterranean identity, culture and the influence of contextual factors on its development were reviewed. The scale revealed four dimensions of Mediterranean identity: traditions, relationships, ethnocentrism and a bond with the Sea.

The scale successfully discriminated between those living by the Sea and those living inland. At the same time, it did not differentiate between respondents living in the north from those living in the south. The study suggests that context, specifically proximity to the Sea, helps shape some of the regional variation in values and beliefs.

The geographic composition of the sample limits the generalizability of the results. A sample across additional countries would provide greater confidence in the results, although much of the theoretical work on Mediterranean thinking has focused on Italy. Further, it was desirable to keep as many factors as possible constant to limit extraneous variation. Inclusion of respondents from countries with different levels of wealth, religious and political ideologies would likely uncover additional facets of Mediterranean identity.

The results have broader implications for identifying transnational segments that may exist around the Mediterranean. A key implication relates to the extent that similar values and beliefs appear to be associated with proximity to the Mediterranean Sea. It also highlights the importance of considering contextual factors when developing an understanding of consumer behavior.

Mediterranean identity has been examined conceptually, but a systematic means to measure is lacking. The essence of Mediterranean thinking embodies the importance individuals place on adhering to traditions, the value they attach to personal relationship, a certain degree of ethnocentricism, and of course the bond with the Sea. The results also suggest that differences that have been attributed to a north/south divide, needs to be reexamined.

The chapter is an auto-ethnographic account of the self-management of a chronic illness within the context of a participatory research project on Mediterranean Diet (MD). A group of Italian women with type 2 diabetes is following a non-medical, personal interpretation of the Mediterranean-style diet. The research account is preceded by a critical appraisal of the scientific narratives of the MD.

Analysis of epidemiological research on MD examines some methodological aspects of gender blindness in its scientific approach. The ethnography concerns self-management of MD diet and redefinition of gender relations.

MD is analyzed as a case of transplantation of yesterday’s cultural and social capitals of the peasant classes, to today’s discourses on food considered as appropriate for affluent people suffering from satiety diseases. The ethnography highlights gender aspects of biographical work, examining in particular a “conversion” dietary model.

The ethnography must be amplified to include women and men from different social classes with various Mediterranean cooking habits, and family and gender patterns.

The chapter highlights cultural processes for women’s empowerment in self-managing type 2 diabetes.

This chapter may represent a seminal sociological work on chronic illness, gender and food studies in one of the “native” contexts of the Mediterranean-style diet.

Gender competence as part of engineering education can better prepare men and women to work on sustainable solutions that benefit entire societies. This chapter describes the framework and lessons learned of a community of practice (CoP) for gender equality facilitated by the Mediterranean Engineering Schools Network. Faculty and students from Mediterranean European, North African and Middle Eastern countries came together in this CoP, which was supported by the TARGET project, to develop a practical plan using a reflexive approach. The transfer of knowledge between generations is achieved by using participatory learning processes, facilitating mindful awareness, widening experiences, deepening understandings and building a gender-sensitive mindset. Students embarked on the journey to become change agents. The process led to the consolidation of gender equality knowledge, competence building and the development of change agents for gender equality. This CoP can inspire other institutions to undertake a participatory path towards gender equality – at local, regional, or global level.

The purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.

This research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values.

The research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands.

The purpose of this research is not to make generalizations; rather, its purpose is to offer insights into those themes that define luxury and masstige brand identitary values.

The research provides insights into the key identifiers, which may inspire further research and provide marketing insights for the operation management in luxury fashion.

The research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.

The purpose of this study is to address the challenges faced by rural areas and promote their sustainable development. It emphasizes the importance of re-establishing connections and cultivating a sense of belonging within rural communities, while safeguarding their cultural heritage. The study explores the potential of digital and creative tools in enhancing learning, supporting food production and tourism, facilitating research and providing engaging experiences. It also examines the economic condition of rural areas and the potential for their contribution to the national economy. Additionally, the study highlights the significance of sustainable community development, the role of rural areas in resilience and climate change adaptation and the complexities surrounding rural migration. The aim is to provide insights and recommendations for policymakers and stakeholders involved in rural development initiatives, focusing on the Mediterranean region.

This study develops an understanding of the role of digital and creative strategies in rural communities, highlighting their significance in preserving food heritage, culture and community capital while driving economic development. It specifically focuses on the Unesco Intangible Mediterranean Diet (UIMD) as a potential catalyst for regeneration through the integration of creative and digital tools and three cases are presented. The first is the impact of the Future Food Institute (FFI) ecosystem in the Living Lab in Pollica (Salerno, Italy); the second focuses on the digital tools provided by the CKF to support rural areas; and the third is a new identity and promotion of territorial development, co-designed in the Val di Vara (VdV) a rural region of the Ligurian inland in Italy, through digital strategies, heritage preservation and slow tourism development. The three cases highlight different ways of enhancing environmental and cultural heritage and demonstrate how collaborative creativity and digital tools contribute to the co-construction of knowledge and addressing critical issues to promote sustainable growth in rural areas.

The findings of this study indicate that re-establishing connections and fostering a sense of belonging within rural communities is crucial for their sustainable development. The use of digital and creative tools presents significant opportunities in enhancing various aspects such as learning, food production, tourism and research in rural areas. The study also reveals the potential economic contributions of rural areas to the national economy. It emphasizes the importance of sustainable community development and highlights the role of rural areas in resilience and climate change adaptation. Additionally, the study addresses the complexities surrounding rural migration and emphasizes the need for comprehensive policies to ensure the well-being and rights of migrant workers. The insights and recommendations provided in this study aim to guide policymakers and stakeholders involved in rural development initiatives, particularly in the Mediterranean region.

Nonetheless, it is imperative to acknowledge certain limitations within the scope of this study, primarily associated with the specific sample selection, potentially influencing the broader applicability of the findings. There is potential to explore a wider geographic area in future research. Additionally, the research underscores the importance of conducting further inquiries into certain aspects that have received limited attention. Living labs are a relatively recent phenomenon, warranting further in-depth scientific research. Additionally, the existing literature on this subject is often limited in scope.

The study and project aim to illustrate the feasibility of initiating a transformative process, centered on a visionary approach with a core focus on creative knowledge and the Mediterranean diet as a way of life, to revitalize marginalized communities. Furthermore, it seeks to emphasize that these neglected regions possess untapped potential for innovative ideas and opportunities. Rural communities, in their role as farmers of primary goods, are the ones who nurture the environment, and the landscape, and are the true protagonists of every era. Rurality is the place that preserves the most resources and potential in terms of biodiversity and rural knowledge. Every territory, like every human being, has its own characteristics and vocations to pursue. The existing Genius Loci is already an existing value that requires policies and governance to rediscover roots, identity and worth. The stratification of existing collective intelligence must become central and must be individually assessed and enhanced, also taking advantage of new digital technologies.

The social implications of this study are significant. By emphasizing the importance of re-establishing connections and cultivating a sense of belonging within rural communities, the study recognizes the social value of strong community ties. This can lead to increased social cohesion, a sense of identity and improved overall well-being within rural areas. The study also highlights the potential of digital and creative tools in enhancing learning, which can contribute to the empowerment and educational opportunities of individuals in rural communities. Furthermore, by promoting sustainable community development and addressing the complexities surrounding rural migration, the study acknowledges the social impact of inclusive policies that protect the rights and well-being of both local populations and migrant workers. Overall, the study's recommendations have the potential to foster social resilience, equity and a more vibrant social fabric within rural areas.

This study can offer valuable insights and recommendations for policymakers and stakeholders involved in rural development initiatives, particularly those focused on preserving food and cultural heritage in rural areas. By analyzing real-life examples, it bridges the gap between theory and practice, illustrating how these ideas have been effectively applied in specific contexts. This paper emphasizes the potential of the Mediterranean Diet as a sustainable and nutritious model with sociocultural, health, economic and environmental benefits, highlighting the importance of bottom-up approaches that empower local communities as custodians of knowledge and culture. It also provides practical strategies, such as investments in educational programs, the establishment of international campuses and the use of multichannel platforms for immersive experiences, which can be adapted for broader rural development initiatives, promoting sustainability and community engagement.

This study uses ethnographic methods to explore the discursive practices that give life to ethnic restaurants, establishing identity, and addressing community engagement. Employing postcolonial and postmodern perspectives that discuss discursive practices of hybridity, authenticity, and commoditization, the research focused on five culture-specific restaurants: Irish, Italian, Korean, Mediterranean, and Middle Eastern. The restaurants' stories are studied through observation, interviews, and the situated approach as discussed by Denzin (1994). The findings suggest that some restaurants openly embraced hybridity, defied and debunked stereotypes, and resisted hegemonic constructions of individuals and of culture by enacting narratives of defiance, while others attempted to maintain traditional images or commodify the culture. Using the situated approach revealed a post-postcolonial tension between certain restaurants within the community.

The Mediterranean has long been celebrated for the richness, diversity, and historical depth of its cultural heritage. However, in recent years heritage and heritage practice could be said to have become a new mode of production in the region (Bianchi, 2005). There are a number of reasons for this; one has to do with the stagnation of the Mediterranean's traditional “sun, sea, and sand” tourism. As a result of this tour operators and national governments have started to push the packaging of “culture” and “heritage” for a more diversified “up-market” product to attract higher-spending tourists to the region's cities and rural hinterland. Another factor is the restructuring and liberalization of the regional economy since the closing decades of the 20th century. There has seen a shift from agriculture to services as the dominant economic sector in this region and the concomitant discovery of culture has become an economic asset for investors seeking an outlet for global capital flows (Bianchi, 2005; Daher, 2007; Nogués-Pedregal, 2002). The European Union (EU) has had an important role to play in these processes, both in driving the region's neoliberal market reforms, and in promoting the establishment of its cultural heritage economy. Cultural heritage has become a priority area in EU Mediterranean policy, with millions of euros earmarked for heritage related projects. This takes the form both of loans to private investors from the European Development Bank, and of grants for public sector cultural heritage initiatives, for example, through its Euromed Heritage programs, the fourth phase of which is underway at the time of writing (Bianchi, 2005; Euromed Heritage, n.d.).

This paper aims to present some challenging issues concerning urban space management in the Mediterranean region, with a special focus to sustainability.

It is structured around the outcomes of the SB05MED International Conference titled “Sustainable Construction: Action for Sustainability in the Mediterranean Region,” held in Athens in June 2005, which is the main subject of this special issue. It will present the main outcomes related to existing approaches of environmental quality in buildings as well as methodologies, policies and standards for environmental quality in buildings and cities. Furthermore, it will present future trends and explore the current situation of projects, systems and operations, as well as performance assessment tools and financial instruments and mechanisms towards sustainable construction in the Mediterranean region. Each major scientific topic is presented and analysed. Finally, a synthesis of outcomes is presented.

The paper demonstrates the links between developments in the field of sustainable building in the Mediterranean region and relates them with future developments and perspectives at a macro‐regional level.

This overview paper can be used as the starting point of future research as well as a reference paper.