Strawberry fields forever: That is, how many grams of plastics are used to grow a strawberry?

In important areas of the agricultural sector, plastic is one of the most important tools for improving the managerial and economic performance of companies. Horticultural production under protected cultivation, in particular, makes abundant use of plastic polymers-polymers that mostly turn into waste. This study aims to identify similar organisational models among farmers operating in the strawberry production sector in relation to their intention to recycle plastic material and which factors characterize these models (attitudes, subjective norms, perceived behavioural control, and socio-demographic characteristics) and to quantify the plastic used in relation to the different types of materials used. In order to achieve this aim, data coming from one of Italy's most specialized areas in the strawberry sector, Marsala, were analysed using a principal component analysis to identify latent factor and subsequently clustered in order to identify similar organisational models. The main findings show that behind a typical 250-gram basket of strawberries, the production process has generated more than 20 g of plastic waste, consisting of different polymers. In addition, younger farmers, who manage companies of smaller physical dimensions, and with a higher level of education, show a greater intention to join plastic recycling programs, guided by their attitudes, by the necessity to respond to social pressures, and by the ability to manage recycling programs. Our main result adds to previous knowledge that the informed producer (via greater awareness) is the key to solving the problem through improving environmental sustainability and creating a circular economy.