26. EMPOWERING CONSUMERS: KEY DRIVERS OF ENGAGEMENT IN THE ‘DYALNA’ FOOD INITIATIVE’S CAMPAIGNS

This study examines the factors that motivate consumers to take part in socially responsible food initiatives, focusing on the “Dyalna” campaign of the Moroccan consumer brand. More specifically, it explores how these motivations shaped public reception of the brand’s first product, olive oil, and how they may feed a broader movement for equity and inclusion in the food system. Although consumer engagement is becoming increasingly important in the agri-food sector, previous research rarely offers in-depth insights into the reasons behind it. This study addresses this gap by examining Dyalna’s distinctive approach and its impact on consumer perceptions and behavior. A qualitative design was adopted, and data were collected through semi-structured telephone interviews with 15 respondents. The data were analyzed thematically, following the framework proposed by Braun and Clarke, to uncover recurring patterns in motivations and attitudes. The analysis shows that trust, transparency and a desire for autonomy in food choices are key drivers of sustained engagement, in line with existing research on consumer empowerment and trust. These findings highlight the value of transparent and participatory approaches for improving consumer–brand relationships and fostering a more democratic food environment. Beyond its contribution to the theoretical understanding of consumer engagement, the study illustrates the value of qualitative methods and offers practical guidance for brands seeking to build trust and engagement through clear and inclusive communication.