Vol. 15 No. 2 (2026)
Full Research Articles

Addressing needs for the diffusion of digital greenhouse farming. Insights from Living Labs in the Mediterranean basin

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  • Oriana Gava,
  • Sara Sturiale,
  • Marisa Gallardo,
  • Dolores Buendía Guerrero,
  • Dursun Buyuktas,
  • Gulcin Ece Aslan,
  • Asma Laarif,
  • Thameur Bouslama,
  • Alejandra Navarro,
  • Luca Incrocci,
  • Fabio Bartolini
Oriana Gava
Research Centre for Agricultural Policies and Bioeconomy, Council for Agricultural Research and Economics, Viale della Toscana 21, 50127 Firenze, Italy
Sara Sturiale
Department of Agriculture, Food and Environment, University of Pisa, Via del Borghetto 80, 56124 Pisa, Italy
Marisa Gallardo
Department of Agronomy, University of Almería, Carretera de Sacramento s/n, La Cañada de San Urbano, 04120 Almería, Spain
Dolores Buendía Guerrero
Research Station of the Cajamar, Paraje Las Palmerillas 25, 04710 El Ejido, Spain
Dursun Buyuktas
Department of Agricultural Structures and Irrigation, Faculty of Agriculture, Akdeniz University, Antalya, Turkey
Gulcin Ece Aslan
Department of Agricultural Structures and Irrigation, Faculty of Agriculture, Akdeniz University, Antalya, Turkey
Asma Laarif
University of Sousse, LR21AGR03, Regional Research Centre on Horticulture and Organic Agriculture (CRRHAB), 57, Chott Mariem, TN-4042 Sousse, Tunisia
Thameur Bouslama
University of Sousse, LR21AGR03, Regional Research Centre on Horticulture and Organic Agriculture (CRRHAB), 57, Chott Mariem, TN-4042 Sousse, Tunisia
Alejandra Navarro
Research Centre for Vegetable and Ornamental Crops, Council for Agricultural Research and Economics, Via Cavalleggeri 51, 84098 Pontecagnano – Faiano, Italy
Luca Incrocci
Department of Agriculture, Food and Environment, University of Pisa, Via del Borghetto 80, 56124 Pisa, Italy
Fabio Bartolini
Department of Chemical, Pharmaceutical and Agricultural Sciences, University of Ferrara, Via L. Borsari 46, 44121 Ferrara, Italy
DOI: https://doi.org/10.36253/bae-17755

Published 2025-09-16

Keywords

  • Decision Support System,
  • agricultural digitalisation,
  • qualitative research,
  • multi-actor engagement,
  • actor needs,
  • enabling conditions
    • ...More
    Less

How to Cite

Gava, O., Sturiale, S., Gallardo, M., Buendía Guerrero, D., Buyuktas, D., Ece Aslan, G., Laarif, A., Bouslama, T., Navarro, A., Incrocci, L., & Bartolini, F. (2025). Addressing needs for the diffusion of digital greenhouse farming. Insights from Living Labs in the Mediterranean basin. Bio-Based and Applied Economics, 15(2), 33–43. https://doi.org/10.36253/bae-17755

Copyright (c) 2026 Oriana Gava, Sara Sturiale, Marisa Gallardo, Dolores Buendía Guerrero, Dursun Buyuktas, Gulcin Ece Aslan, Asma Laarif, Thameur Bouslama, Alejandra Navarro, Luca Incrocci, Fabio Bartolini

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

Agriculture 4.0 represents a huge opportunity for the transformation of agrifood sectors. However, its adoption (and diffusion) in real-world farming contexts faces multiple challenges. This study focuses on greenhouse farming within the Mediterranean basin. It aims to assess the needs of actors involved in the uptake of Agriculture 4.0 and define enabling conditions to support achieving these needs, focusing on the introduction of an innovative decision support system in real-world greenhouses for tomato production. A qualitative and comparative approach is implemented, using participatory data collection methods with cross-disciplinary experts from four case studies across the Mediterranean Basin. Data are collected through one-to-one open discussions, supported using context and SWOT analyses to stimulate reflection and recall. The findings highlight the need to improve digital literacy among farmers and advisors, build trust through tailored education conditions and mentorship, and support young farmers with financial incentives and training. Market dynamics are relevant as well, pinpointing the need for stronger product images and increasing consumer awareness through certification and labelling. Great interest and technology potential emerges from the possibility to enable (partial) remote work thereby benefiting a work-life balance. Simplifying bureaucratic processes and enhancing policy support for cooperation and farmer unions are also essential for encouraging farmers to adopt digital technology.

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