Voices Around the South Tyrolean Herbal Pharmacy—Exploring the Stakeholder Landscape and Perspectives on Medicinal Plants as Culturally Salient Species

Traditional medicine, including the use of medicinal plants, is integral to healthcare and empowerment of individuals and communities worldwide. Preserving traditional knowledge of medicinal plants requires an understanding of social dynamics and knowledge transfer mechanisms that sustain these practices. This study aimed to explore stakeholder perspectives on the use of medicinal plants in South Tyrol (Italy) through a mixed-methods approach, combining an online survey with semi-structured interviews. We found that the use of medicinal plants is deeply rooted in local communities, supported by factors such as their local accessibility, their presence in education and medical self-care, and a strong local belief in plants’ healing powers. Knowledge is primarily transferred through women underscoring the gendered nature of this cultural heritage. However, sustainable and commercial use of medicinal plants is challenged by a complex set of socio-political barriers, including limited political prioritization and perceived disengagement of local authorities. Our findings highlight the need for coordinated multi-stakeholder strategies, including the establishment of a dedicated chamber to set production standards, safeguard commercial use, advocate for medicinal plant use, mediate conflicts, and address barriers collaboratively, ensuring the integration of traditional practices into modern contexts.