“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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Autores principales:	Leontina Lipan, Marina Cano-Lamadrid, Laura Vázquez-Araújo, Hanán Issa-Issa, Agnieszka Nemś, Mireia Corell, David López-Lluch, Ángel Antonio Carbonell-Barrachina
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	water scarcity sustainability consumers sensory analysis cross-culture comparation centennials Agriculture S
Acceso en línea:	https://doaj.org/article/19cd4a01e59c4d669ebd53a817c386a2
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spelling	oai:doaj.org-article:19cd4a01e59c4d669ebd53a817c386a22021-11-25T16:08:58Z“HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds?10.3390/agronomy111122542073-4395https://doaj.org/article/19cd4a01e59c4d669ebd53a817c386a22021-11-01T00:00:00Zhttps://www.mdpi.com/2073-4395/11/11/2254https://doaj.org/toc/2073-4395Water 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.Leontina LipanMarina Cano-LamadridLaura Vázquez-AraújoHanán Issa-IssaAgnieszka NemśMireia CorellDavid López-LluchÁngel Antonio Carbonell-BarrachinaMDPI AGarticlewater scarcitysustainabilityconsumerssensory analysiscross-culture comparationcentennialsAgricultureSENAgronomy, Vol 11, Iss 2254, p 2254 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	water scarcity sustainability consumers sensory analysis cross-culture comparation centennials Agriculture S
spellingShingle	water scarcity sustainability consumers sensory analysis cross-culture comparation centennials Agriculture S 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?
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.
format	article
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
title	“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_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_sort	“hydrosostainable” concept: how does information influence consumer expectations towards roasted almonds?
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/19cd4a01e59c4d669ebd53a817c386a2
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“HydroSOStainable” Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds?

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