Assessing consumer awareness and willingness to pay for agroecologically produced food in Tunisia
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1.
University of Thessaly
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2.
Institut National Agronomique de Tunisie
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3.
Institution de la Recherche et de l'Enseignement Supérieur Agricoles
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4.
Higher Institute of Food Industries of Tunis
- 5. Institut Agronomique Méditerranéen de Montpellier
Description
The agroecological (AE) transition of agri-food systems can help address climate change impacts in Tunisia, including reduced local food production and high import dependency, but it requires understanding consumer behavior toward eco-friendly food products. Thus, a survey of 521 Tunisian consumers was conducted to assess environmental awareness and willingness to pay (WTP) for food produced under AE practices. Principal Component Analysis (PCA) indicated that sustainable consumption is mainly influenced by knowledge of AE practices, which is stronger among consumers with higher education and income. However, WTP for sustainable products remains low, making it essential to develop marketing strategies that target distinct demographic groups, improve product labeling, and enhance environmental education.