The Role of sensory experience on Spanish consumer’s willingness to pay for sustainable produced food
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For a variety of reasons, Spanish growth in demand for organic and integrated products has not kept up with supply. This work focused on the effect of information and sensory issues on purchase behaviour in relation to sustainable agricultural production. Using experimental auctions and results from (trained and untrained) sensory Panels, we studied the preferences for attributes related to food sustainability. Spanish consumers have a positive attitude towards sustainable food due to environmental concerns, health concerns, and trust in certification and market agents. However, the premium they are willing to pay for these products is lower than the current market price. Furthermore, “search” and sensory “experience” influence consumers’ purchase behavior.