Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain?
Going through an era where sustainability and definitions of fairness have been extended and integrated into the agri-food chain, there is a need to understand, on a multi-dimensional and multinational level, the structure of agri-food value chain revenues and consumers’ intentions regarding necessi...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2024-12-01
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| Series: | Frontiers in Sustainable Food Systems |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2024.1504985/full |
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| author | Evangelia Mouchtaropoulou Evangelia Mouchtaropoulou Ioannis Mallidis Ioannis Mallidis Marianna Giannaki Konstantinos Koukaras Simon Früh Tamara Ettinger Amine M. Benmehaia Adnen Kacem Lotfi Achour Andreas Detzel Andrea Gianotti Antonella Samoggia Georgia Ayfantopoulou Anagnostis Argiriou Anagnostis Argiriou |
| author_facet | Evangelia Mouchtaropoulou Evangelia Mouchtaropoulou Ioannis Mallidis Ioannis Mallidis Marianna Giannaki Konstantinos Koukaras Simon Früh Tamara Ettinger Amine M. Benmehaia Adnen Kacem Lotfi Achour Andreas Detzel Andrea Gianotti Antonella Samoggia Georgia Ayfantopoulou Anagnostis Argiriou Anagnostis Argiriou |
| author_sort | Evangelia Mouchtaropoulou |
| collection | DOAJ |
| description | Going through an era where sustainability and definitions of fairness have been extended and integrated into the agri-food chain, there is a need to understand, on a multi-dimensional and multinational level, the structure of agri-food value chain revenues and consumers’ intentions regarding necessity foods. The study analyzed 1,020 questionnaires from Algeria, Germany, Greece, Italy, and Tunisia revealing that taste prioritizes brand and packaging. Social networks, including family and friends, significantly influence the purchase of fair products. Furthermore, a choice experiment revealed the consumer preferences around attributes of the olive oil case as local, traditional, or organic, from a family or farmer association, in a glass bottle, purchased in small local shops/markets, typical and/or extensive nutritional labeling and health claims, non-relevant branding, and finally a fair price reflecting the reasonable quality of the olive oil product. Regarding the agri-food value chain, the results highlight the revenue distribution among stakeholders as unequal and unfair from consumer perceptions, with an imperative need for transparency. The study investigates in-depth the multifaceted dimensions of the fairness concept in the food market from a consumer’s perception, showing their willingness to pay for necessities based on fair pricing and sustainable practices. |
| format | Article |
| id | doaj-art-553d20c01aba4ae7b50cc4b02f000000 |
| institution | OA Journals |
| issn | 2571-581X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sustainable Food Systems |
| spelling | doaj-art-553d20c01aba4ae7b50cc4b02f0000002025-08-20T02:38:59ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2024-12-01810.3389/fsufs.2024.15049851504985Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain?Evangelia Mouchtaropoulou0Evangelia Mouchtaropoulou1Ioannis Mallidis2Ioannis Mallidis3Marianna Giannaki4Konstantinos Koukaras5Simon Früh6Tamara Ettinger7Amine M. Benmehaia8Adnen Kacem9Lotfi Achour10Andreas Detzel11Andrea Gianotti12Antonella Samoggia13Georgia Ayfantopoulou14Anagnostis Argiriou15Anagnostis Argiriou16Department of Food Science and Nutrition, School of Environment, University of the Aegean, Myrina, GreeceInstitute of Applied Biosciences (INAB), Centre for Research and Technology Hellas (CERTH), Thessaloniki, GreeceDepartment of Statistics and Insurance Science, School of Economic Sciences, University of Western Macedonia, Grevena, GreeceHellenic Institute of Transport (HIT), Centre for Research and Technology Hellas (CERTH), Thessaloniki, GreeceHellenic Institute of Transport (HIT), Centre for Research and Technology Hellas (CERTH), Thessaloniki, GreeceInstitute of Applied Biosciences (INAB), Centre for Research and Technology Hellas (CERTH), Thessaloniki, GreeceInstitut für Energie und Umweltforschung Heidelberg, Heidelberg, GermanyInstitut für Energie und Umweltforschung Heidelberg, Heidelberg, GermanyDepartment of Agricultural Sciences, Université de Biskra, Biskra, AlgeriaResearch Laboratory, Bioresources, Integrative Biology and Valorization, Higher Institute of Biotechnology of Monastir, University of Monastir, Monastir, TunisiaResearch Laboratory, Bioresources, Integrative Biology and Valorization, Higher Institute of Biotechnology of Monastir, University of Monastir, Monastir, TunisiaInstitut für Energie und Umweltforschung Heidelberg, Heidelberg, GermanyDepartment of Agriculture and Food Sciences, University of Bologna, Bologna, ItalyDepartment of Agriculture and Food Sciences, University of Bologna, Bologna, ItalyHellenic Institute of Transport (HIT), Centre for Research and Technology Hellas (CERTH), Thessaloniki, GreeceDepartment of Food Science and Nutrition, School of Environment, University of the Aegean, Myrina, GreeceInstitute of Applied Biosciences (INAB), Centre for Research and Technology Hellas (CERTH), Thessaloniki, GreeceGoing through an era where sustainability and definitions of fairness have been extended and integrated into the agri-food chain, there is a need to understand, on a multi-dimensional and multinational level, the structure of agri-food value chain revenues and consumers’ intentions regarding necessity foods. The study analyzed 1,020 questionnaires from Algeria, Germany, Greece, Italy, and Tunisia revealing that taste prioritizes brand and packaging. Social networks, including family and friends, significantly influence the purchase of fair products. Furthermore, a choice experiment revealed the consumer preferences around attributes of the olive oil case as local, traditional, or organic, from a family or farmer association, in a glass bottle, purchased in small local shops/markets, typical and/or extensive nutritional labeling and health claims, non-relevant branding, and finally a fair price reflecting the reasonable quality of the olive oil product. Regarding the agri-food value chain, the results highlight the revenue distribution among stakeholders as unequal and unfair from consumer perceptions, with an imperative need for transparency. The study investigates in-depth the multifaceted dimensions of the fairness concept in the food market from a consumer’s perception, showing their willingness to pay for necessities based on fair pricing and sustainable practices.https://www.frontiersin.org/articles/10.3389/fsufs.2024.1504985/fullconsumerfairnesssustainabilitystakeholdersfood value chainMediterranean products |
| spellingShingle | Evangelia Mouchtaropoulou Evangelia Mouchtaropoulou Ioannis Mallidis Ioannis Mallidis Marianna Giannaki Konstantinos Koukaras Simon Früh Tamara Ettinger Amine M. Benmehaia Adnen Kacem Lotfi Achour Andreas Detzel Andrea Gianotti Antonella Samoggia Georgia Ayfantopoulou Anagnostis Argiriou Anagnostis Argiriou Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain? Frontiers in Sustainable Food Systems consumer fairness sustainability stakeholders food value chain Mediterranean products |
| title | Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain? |
| title_full | Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain? |
| title_fullStr | Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain? |
| title_full_unstemmed | Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain? |
| title_short | Consumer willingness to pay for fair and sustainable foods: who profits in the agri-food chain? |
| title_sort | consumer willingness to pay for fair and sustainable foods who profits in the agri food chain |
| topic | consumer fairness sustainability stakeholders food value chain Mediterranean products |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2024.1504985/full |
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