The aim of this study is try to assess the potential of a hybrid approach to unravel consumer behaviour in agri-food markets. Concretely, the hybridization of the attitudinal approach, by means of the classical-utility theory, is explored, which represents a novelty in the literature where those attempts are truly scarce for foodstuffs.
This paper aims to analyze the innovative effort of the agri-food system (AFS) in the Valencian Autonomous Community (VC), Spain, estimating the intensity of innovation in each subsector of the AFS. The analysis distinguishes between the direct and indirect (or induced) innovation intensities incorporated by the acquisition of inputs from other subsectors produced in the VC or in the rest of Spain. The methodology employed is based on the inputoutput framework combined with data of technological innovation in enterprises.