“HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds?
Water scarcity is one of the top five key global risks over the last years, and agriculture is the major and least efficient user of fresh water. In this scenario, the “hydroSOStainable” concept has been developed and registered to protect fruits and vegetables cultivated with a volume of water belo...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-11-01
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| Series: | Agronomy |
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| Online Access: | https://www.mdpi.com/2073-4395/11/11/2254 |
| _version_ | 1827677639131791360 |
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| author | Leontina Lipan Marina Cano-Lamadrid Laura Vázquez-Araújo Hanán Issa-Issa Agnieszka Nemś Mireia Corell David López-Lluch Ángel Antonio Carbonell-Barrachina |
| author_facet | Leontina Lipan Marina Cano-Lamadrid Laura Vázquez-Araújo Hanán Issa-Issa Agnieszka Nemś Mireia Corell David López-Lluch Ángel Antonio Carbonell-Barrachina |
| author_sort | Leontina Lipan |
| collection | DOAJ |
| description | Water scarcity is one of the top five key global risks over the last years, and agriculture is the major and least efficient user of fresh water. In this scenario, the “hydroSOStainable” concept has been developed and registered to protect fruits and vegetables cultivated with a volume of water below the crop evapotranspiration. The purpose of this experimental study was to investigate how the information influence the consumer liking and preference of the roasting almonds labelled as “hydroSOStainable” and “conventional”, although belonged to the same sample. Thus, we explored 300 consumers (Seville, Spain (high levels of water stress) versus Donostia, Spain and Wroclaw, Poland (regions with no water stress)) preference and acceptance of roasted almonds using satisfaction degree, CATA and willingness to pay questions. The present study demonstrated that both location and sociodemographic aspects influenced consumers perception and liking. Consumers living in areas with water restrictions were more susceptible to be influenced by the hydroSOStainable/conventional concept, while consumers from regions without water restrictions would need more information to choose a sustainable product. Both man and women, centennials and millennials scored higher the supposed hydroSOStainable almonds, while generation X was not really influenced by the information effect. Finally, 77% of consumers, regardless of location, were willing to pay a higher price for the almonds labelled “hydroSOStainable”. Consequently, these results provide valuable information for the government and food industry about consumer choice regarding sustainable products, depending on the location, knowledge, and sociodemographic aspects. |
| first_indexed | 2024-03-10T05:46:46Z |
| format | Article |
| id | doaj.art-19cd4a01e59c4d669ebd53a817c386a2 |
| institution | Directory Open Access Journal |
| issn | 2073-4395 |
| language | English |
| last_indexed | 2024-03-10T05:46:46Z |
| publishDate | 2021-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Agronomy |
| spelling | doaj.art-19cd4a01e59c4d669ebd53a817c386a22023-11-22T22:02:50ZengMDPI AGAgronomy2073-43952021-11-011111225410.3390/agronomy11112254“HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds?Leontina Lipan0Marina Cano-Lamadrid1Laura Vázquez-Araújo2Hanán Issa-Issa3Agnieszka Nemś4Mireia Corell5David López-Lluch6Ángel Antonio Carbonell-Barrachina7Research Group “Food Quality and Safety”, Centro de Investigación e Innovación Agroalimentaria y Agroambiental (CIAGRO-UMH), Miguel Hernández University, Carretera de Beniel, km 3.2, 03312 Orihuela, SpainResearch Group “Food Quality and Safety”, Centro de Investigación e Innovación Agroalimentaria y Agroambiental (CIAGRO-UMH), Miguel Hernández University, Carretera de Beniel, km 3.2, 03312 Orihuela, SpainBCCInnovation, Technological Center in Gastronomy, Juan Avelino Barriola 101, 20009 Donostia-San Sebastián, SpainResearch Group “Food Quality and Safety”, Centro de Investigación e Innovación Agroalimentaria y Agroambiental (CIAGRO-UMH), Miguel Hernández University, Carretera de Beniel, km 3.2, 03312 Orihuela, SpainDepartment of Food Storage and Technology, Wrocław University of Environmental and Life Sciences, Chełmońskiego 37, 51-630 Wrocław, PolandDepartamento de Ciencias Agroforestales, ETSIA, Universidad de Seville, Carretera de Utrera, km 1, 41013 Seville, SpainResearch Group “Agro-Environmental Economics, Cartographic Engineering and Graphic Expression in Engineering”, Centro de Investigación e Innovación Agroalimentaria y Agroambiental (CIAGRO-UMH), UMH, Carretera de Beniel, km 3.2, 03312 Orihuela, SpainResearch Group “Food Quality and Safety”, Centro de Investigación e Innovación Agroalimentaria y Agroambiental (CIAGRO-UMH), Miguel Hernández University, Carretera de Beniel, km 3.2, 03312 Orihuela, SpainWater scarcity is one of the top five key global risks over the last years, and agriculture is the major and least efficient user of fresh water. In this scenario, the “hydroSOStainable” concept has been developed and registered to protect fruits and vegetables cultivated with a volume of water below the crop evapotranspiration. The purpose of this experimental study was to investigate how the information influence the consumer liking and preference of the roasting almonds labelled as “hydroSOStainable” and “conventional”, although belonged to the same sample. Thus, we explored 300 consumers (Seville, Spain (high levels of water stress) versus Donostia, Spain and Wroclaw, Poland (regions with no water stress)) preference and acceptance of roasted almonds using satisfaction degree, CATA and willingness to pay questions. The present study demonstrated that both location and sociodemographic aspects influenced consumers perception and liking. Consumers living in areas with water restrictions were more susceptible to be influenced by the hydroSOStainable/conventional concept, while consumers from regions without water restrictions would need more information to choose a sustainable product. Both man and women, centennials and millennials scored higher the supposed hydroSOStainable almonds, while generation X was not really influenced by the information effect. Finally, 77% of consumers, regardless of location, were willing to pay a higher price for the almonds labelled “hydroSOStainable”. Consequently, these results provide valuable information for the government and food industry about consumer choice regarding sustainable products, depending on the location, knowledge, and sociodemographic aspects.https://www.mdpi.com/2073-4395/11/11/2254water scarcitysustainabilityconsumerssensory analysiscross-culture comparationcentennials |
| spellingShingle | Leontina Lipan Marina Cano-Lamadrid Laura Vázquez-Araújo Hanán Issa-Issa Agnieszka Nemś Mireia Corell David López-Lluch Ángel Antonio Carbonell-Barrachina “HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds? Agronomy water scarcity sustainability consumers sensory analysis cross-culture comparation centennials |
| title | “HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds? |
| title_full | “HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds? |
| title_fullStr | “HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds? |
| title_full_unstemmed | “HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds? |
| title_short | “HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds? |
| title_sort | hydrosostainable concept how does information influence consumer expectations towards roasted almonds |
| topic | water scarcity sustainability consumers sensory analysis cross-culture comparation centennials |
| url | https://www.mdpi.com/2073-4395/11/11/2254 |
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