olive oil produced. Profitability would be ensured by the selling price of about €16/ kg, which would mean an increase in the current selling price by 7%. Such an increase could be easily achieved through a collective marketing policy.

16.5Conclusions

Combining spatial information on traditional terraced landscapes with socio-economic information on farms in which they are located has turned out to be an extremely useful analysis methodology to put the conservation of terraced landscapes into its economic context and assess the actions needed to protect them.

Similarly, the participatory planning process launched with the research has proven useful to identify which actions and measures would have been favourably accepted by olive growers. It also gave rise to team spirit among local stakeholders in dealing with a complex issue such as the conservation and promotion of traditional terraced landscapes.

The research shows that the vulnerability of terraced olive growing in the study area is mainly due to its lack of profitability. As mentioned by Palazzo and Aristone (2017), unavoidable trade-offs among identity and profitability ought to be implemented. Overcoming this major limitation requires a joint public and private effort. On the one hand, public institutions should provide direct funding and incentives. On the other hand, consumers should be more willing to pay a premium price for extra-virgin olive oil with landscaped value.

Numerous studies have been carried out on the subject. These studies have found a willingness to pay for attributes tied to different dimensions of agro-food production sustainability (Scarpa and Del Giudice 2004; Krystallis and Ness 2005; Tempesta et al. 2010; Moser and Raffaelli 2012; Vecchio and Annunziata 2015; Tait et al. 2016; Zhou et al. 2016).

To this end, further research should be conducted that analyses consumer preferences for extra-virgin olive oil with landscape-label-friendly certification. The estimation of the willingness to pay a premium price and identification of the central drivers of extra-virgin oil consumption with such a credence attribute could contribute to both shedding light on this under-investigated topic and supporting the farms’ marketing strategies.

The collective project for the restoration of dry-stone walls could be a sound basis for setting up a pathway to cooperation in olive cultivation, which in turn would entail a reduction of production costs. Another path to promote cooperation is represented by European projects and initiatives to revitalise rural areas, such as the LEADER Programme or the Operational Groups of the European Innovation Partnerships.

The favourable economic context of our study area has highlighted that issues related to traditional terraced landscapes also affect areas where several steps have been taken at the institutional level to promote agricultural products, starting from the PDO label. The nomination for inscription into UNESCO’s World Heritage List

as a cultural landscape, advocated by local institutions, could generate useful synergies to implement efficient collective marketing policies, which are particularly demanded by olive growers.

The future possibility of ‘selling’ not only excellent olive oil, but also a whole terroir with its history, culture, traditions, and quality of life might persuade younger generations to remain in the area. It should be remembered that olive groves are considered a ‘social crop’, as olive growing is amongst the agricultural activities that create the most jobs per hectare (Colombo and Perujo-Villanueva 2017), and olive groves are recognized as a Mediterranean landscape identity (Loumou and Giourga 2003). To be included in the World Heritage List, a site should stand out for its exceptional value, be of Outstanding Universal Value, and meet some criteria, including integrity and/or authenticity of the properties, adequate protection, and management.

However, in agreement with Sklenicka et al. (2017), we would like to underline that it is essential to select protection and management methods that best correspond to both the natural conditions of the site and economic interests of farmers.

Acknowledgements The research on which this paper is based was undertaken as part of a research project titled ‘Traditional agricultural landscapes in Italy: multi-disciplinary and multi-scale assessment for the development of an integrated model for landscape planning and management’, co-financed by Programs of Relevant National Interest (PRIN) Grant number 2010LE4NBM_013, and as a part of a research project titled ‘The quality of the landscape for socio-economic development: the case study of Trevi’s historical olive groves’, co-financed by Basic Research of University of Perugia. We are particularly grateful to Carlo Sportolaro for his cooperation in construction of the GIS database and for realisation of maps, and to Alvaro Paggi and Tiziana Ravagli for their cooperation in conducting the study. We would like to thank Valeria Illuminati for editing the English language in the manuscript. The authors thank the anonymous reviewers for their valuable comments on an earlier version of this article.

References

Agnoletti M (2012) The Italian historical rural landscape. Cultural values for the environment and rural development. Springer, Dordrecht

Agnoletti M, Conti L, Frezza L, Monti M, Santoro A (2015) Features analysis of dry stone walls of Tuscany (Italy). Sustainability 7(10):13887–13903. https://doi.org/10.3390/su71013887

Arnáez J, Lana-Renault N, Lasanta T, Ruiz-Flaño P, Castroviejo J (2015) Effects of farming terraces on hydrological and geomorphological processes. A review. Catena 128:122–134. https://doi.org/10.1016/j.catena.2015.01.021

Barbera G, Biasi R (2011) I paesaggi agrari tradizionali dell’albero: il significato moderno di forme d’uso del suolo del passato. Italus Hortus 18(1):23–40

Barbera G, Cullotta S, Rossi-Doria I, Rühl J, Rossi-Doria B (2010) I paesaggi a terrazze in Sicilia: metodologie per l’analisi, la tutela e la valorizzazione. ARPA Sicilia, Collana Studi e Ricerche, 7 Bender O, Boehmer HJ, Jens D, Schumacher KP (2005) Using GIS to analyse long-term cultural landscape change in Southern Germany. Landsc Urban Plan 70(1):111–125. https://doi.org/10.

1016/j.landurbplan.2003.10.008

Bevilacqua P (2012) Umbria. In: Agnoletti M (ed) Paesaggi Rurali Storici. Per un catalogo nazionale, Laterza

Bonardi L, Varotto M (2016) Paesaggi terrazzati d’Italia: eredità storiche e nuove prospettive. FrancoAngeli

Colombo S, Perujo-Villanueva M (2017) Analysis of the spatial relationship between small olive farms to increase their competitiveness through cooperation. Land Use Policy 63:226–235. https://doi.org/10.1016/j.landusepol.2017.01.032

Cullotta S, Barbera G (2011) Mapping traditional cultural landscapes in the Mediterranean area using a combined multidisciplinary approach: Method and application to Mount Etna (Sicily, Italy). Landsc Urban Plan 100(1):98–108. https://doi.org/10.1016/j.landurbplan.2010.11.012

de Graaff J, Zuazo VHD, Jones N, Fleskens L (2008) Olive production systems on sloping land: prospects and scenarios. J Environ Manage 89(2):129–139

Duarte F, Jones N, Fleskens L (2008) Traditional olive orchards on sloping land: Sustainability or abandonment? J Environ Manage 89(2):86–98

Ferro-Vázquez C, Lang C, Kaal J, Stump D (2017) When is a terrace not a terrace? The importance of understanding landscape evolution in studies of terraced agriculture. J Environ Manage. https://doi.org/10.1016/j.jenvman.2017.01.036

Fukamachi K (2016) Sustainability of terraced paddy fields in traditional satoyama landscapes of Japan. J Environ Manage xxx:1–7. https://doi.org/10.1016/j.jenvman.2016.11.061

Kieninger PR, Penker M, Yamaji E (2013) Esthetic and spiritual values motivating collective action for the conservation of cultural landscape—a case study of rice terraces in Japan. Renew Agric Food Syst 28(4):364–379. https://doi.org/10.1017/S1742170512000269

Krystallis A, Ness M (2005) Consumer preferences for quality foods from a South European perspective: a conjoint analysis implementation on Greek olive oil. Int Food Agribus Manag Rev 8(2):62–91

LaFevor MC (2014) Restoration of degraded agricultural terraces: rebuilding landscape structure and process. J Environ Manage 138:32–42. https://doi.org/10.1016/j.jenvman.2013.11.019 Loumou A, Giourga C (2003) Olive groves: “The life and identity of the Mediterranean”. Agric

Hum Values 20:87–95. https://doi.org/10.1023/A:1022444005336

Modica G, Vizzari M, Pollino M, Fichera CR, Zoccali P, Di Fazio S (2012) Spatial-temporal analysis of the urban–rural gradient structure: an application in a Mediterranean mountainous landscape (Serra San Bruno, Italy). Earth Syst Dyn 3(2):263–279. https://doi.org/10.5194/esd- 3-263-2012

Moser R, Raffaelli R (2012) Consumer preferences for sustainable production methods in apple purchasing behaviour: a non-hypothetical choice experiment. Int J Consum Stud 36(2):141– 148. https://doi.org/10.1111/j.1470-6431.2011.01083.x

Palazzo AN, Aristone O (2017) Peri-urban matters. Changing Olive growing patterns in Central Italy. Sustainability 9. https://doi.org/10.3390/su9040638

Proietti S, Sdringola P, Desideri U, Zepparelli F, Brunori A, Ilarioni L, Nasini L, Regni l, Proietti P (2014) Carbon footprint of an olive tree grove. Appl Energy. https://doi.org/10.1016/j. apenergy.2014.04.019

Ridder E, Galletti CS, Fall PL, Falconer SE (2016) Economic and social activities on ancient Cypriot terraced landscapes. J Environ Manage. https://doi.org/10.1016/j.jenvman.2016.12.037 Scarpa R, Del Giudice T (2004) Market segmentation via mixed logit. Extravirgin olive oil in

urban Italy. J Agric Food Ind Organ 2:1–7

Sklenicka P, Kottová B, Šálek M (2017) Success in preserving historic rural landscapes under various policy measures: Incentives, restrictions or planning? Environ Sci Policy 75:1–9. https://doi.org/10.1016/j.envsci.2017.05.010

Tait P, Saunders C, Guenther M, Rutherford P, Miller S (2016) Exploring the impacts of food label format on consumer willingness to pay for environmental sustainability: a choice experiment approach in the United Kingdom and Japan. Int Food Res J 23(4):1787–1796

Tarolli P, Preti F, Romano N (2014) Terraced landscapes: from an old best practice to a potential hazard for soil degradation due to land abandonment. Anthropocene 6:10–25. https://doi.org/ 10.1016/j.ancene.2014.03.002

Tempesta T, Giancristofaro RA, Corain L, Salmaso L, Tomasi D, Boatto V (2010) The importance of landscape in wine quality perception: an integrated approach using choice-based conjoint analysis and combination-based permutation tests. Food Qual Prefer 21(7):827–836

Torquati B, Vizzari M, Sportolaro C (2011) Partecipatory GIS for integrating local and expert knowledge in landscape planning. In Andreopoulos Z, Manos, Polman P, Viaggi D (eds) Agricultural and environmental informatics, governance, and management: emerging research applications, pp 378–396. Information Science Reference, Hershey, PA, USA. ISBN 978-1-60960-621-3 (hbk). ISBN 978-1-60960-622-0 (ebook)

Torquati B, Giacchè G, Venanzi S (2015) Economic analysis of the traditional cultural vineyard landscapes in Italy. J Rural Stud 39:122–132. https://doi.org/10.1016/j.jrurstud.2015.03.013 Vecchio R, Annunziata A (2015) Willingness-to-pay for sustainability-labelled chocolate: an

experimental auction approach. J Clean Prod 86:335–342

Vizzari M (2011) Peri-Urban transformations in agricultural landscapes of Perugia, Italy. J Geogr Inf Syst 3:145–152. https://doi.org/10.4236/jgis.2011.32011

Zhou G, Hu W, Huang W (2016) Are consumers willing to pay more for sustainable products? A study of eco-labeled tuna steak. Sustainability 8(5):494. https://doi.org/10.3390/su8050494

Chapter 17

The Multidimensional Benefits

of Terraced Landscape Regeneration:

An Economic Perspective and Beyond

Luigi Fusco Girard, Antonia Gravagnuolo and Fortuna De Rosa

Abstract Terraced landscapes represent a particular type of multifunctional, his- toric–cultural agrarian landscapes, today at risk of abandonment due to socio-economic changes. These landscapes are an ancient example of a “circular” model in using resources, able to be productive in multiple dimensions, providing many ecosystem services to local communities and thus contributing to human well-being. Terraced landscapes have a complex value for society: sociocultural, environmental and economic values, which can become a driver of territorial regeneration, if a systemic economic–territorial perspective is adopted. This paper proposes the circular economy as a viable model of sustainable territorial development that can support terraced landscapes regeneration, exploiting their structural multifunctionality and thus enhancing the multidimensional territorial productivity. The ecosystem services’ assessment framework, which includes economic, spatial, quantitative and qualitative evaluation tools, can be integrated in agrienvironmental policies to make operational the “circular” paradigm of regeneration. A selection of economic tools and case studies is presented to show how circular processes can be activated in terraced landscapes, reducing costs and waste of resources, increasing multidimensional productivity, and finally attracting more investments towards a new systemic urban-rural “circular” development model.

L. Fusco Girard F. De Rosa

Interdepartmental Research Centre in Urban Planning “A. Calza Bini”, University of Naples Federico II, Naples, Italy

e-mail: girard@unina.it

F. De Rosa

e-mail: fortuna.derosa@unina.it

A. Gravagnuolo (&)

Institute for Research on Innovation and Services for Development (IRISS), National Research Council, Naples, Italy

e-mail: a.gravagnuolo@iriss.cnr.it

M. Varotto et al. (eds.), World Terraced Landscapes: History, Environment, Quality of Life, Environmental History 9, https://doi.org/10.1007/978-3-319-96815-5_17