Landscape presentation formats influence consumer’s preferences for origin and botanical variety of Spanish honey
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Date
2025-07-07
Authors
Uldemolins Gómez, PilarMaza Rubio, María Teresa
Magistris, Tiziana de
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Publisher
Springer
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texto , revista , artículo , artículo originalAbstract
Context and presentation format influence behaviour and information processing. This study investigates how presenting the honey production landscape through different formats (i.e. pictures, 2D video, and immersive 3D video) affects consumer preferences and willingness to pay (WTP) for honey. A hypothetical choice experiment shows that presenting the landscape before the choice task considerably impacts WTP estimates for the geographical origin and botanical variety attributes of honey. Additionally, significant differences emerge across presentation formats, indicating that the immersive 3D video creates more pronounced variations in WTP based on the geographical origin of honey. Methodologically, our study contributes to the literature by utilising a 360°-virtual reality video, thus enhancing the realism of the experiment. Empirically, we explore how landscape visuals influence the consumer choices of honey, potentially increasing WTP for geographically sourced honey.
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Bibliographic citation
Uldemolins, P., Maza, M. T., & de-Magistris, T. (2025). Landscape presentation formats influence consumer’s preferences for origin and botanical variety of Spanish honey. Agricultural and Food Economics, 13(1), 36. https://doi.org/10.1186/s40100-025-00383-5
AGROVOC subjects
PaisajeMiel
Preferencia alimentaria
Procedencia
Sponsorship
Esta publicación forma parte del Proyecto (I+D PLATEA FITE 2018—A.13). ‘FITEMIEL_II Recuperar la miel para recuperar el territorio: análisis melisopalinológicos, análisis del potencial de mercado y apiturismo’. Los autores agradecen al Gobierno de Aragón por la financiación del Grupo de Investigación denominado ‘Economía Agroalimentaria y de los Recursos Naturales’ (S01_23R), que ha financiado la publicación de los resultados de este estudio.