Consumer preferences and business model innovation in women-led agri-food systems: Evidence from Morocco
• Combines business model and consumer analysis in agri-food systems. • Consumers value origin, artisanal production, and blended ingredients. • Ethical and health labels are not valued when presented individually. • Combined labels yield a positive net willingness to pay. • Evidence supports gender-responsive, demand-informed scaling strategies.
Authors
- Dorsaf Oueslati
- Dina Najjar (ORCID: https://orcid.org/0000-0001-9156-7691)
- Andrea Visioni (ORCID: https://orcid.org/0000-0002-0586-4532)
- Eleonora Sofia Rossi (ORCID: https://orcid.org/0000-0002-1775-4875)
- Emanuele Blasi (ORCID: https://orcid.org/0000-0003-1773-0678)
Institutions
- Università degli Studi della Tuscia (IT)
- International Center for Agricultural Research in the Dry Areas (LB)
- National Agricultural Research Institute (PG)
- Institut National Agronomique de Tunisie (TN)
Publication Details
- Journal
- Agricultural Systems
- Published
- 2026-05-31
- DOI
- https://doi.org/10.1016/j.agsy.2026.104832
- Primary Topic
- Agricultural Innovations and Practices
- Type
- article
- Field-Weighted Citation Impact
- 0.00
Funders
- Partnership for Research and Innovation in the Mediterranean Area