2023-11-14 00:00:00
Plan
Changing consumer expectations and willingness to pay
1. Taking into account consumer expectations by industry players
2. Measuring consumers’ willingness to pay
Material and method
Results
1. Willingness to pay whatever the motivation
2. Willingness to pay for the environment
3. Willingness to pay for the premises
Discussion and conclusion
With around 2 million tonnes produced per year, the French durum wheat sector is the result of a structuring begun in the 1950s, with a gradual establishment of durum wheat cultivation in France to meet the needs of industrial manufacturers of pasta and of couscous grains, following a first transformation into semolina (Carrante and Dauphin, 1965). Durum wheat is the almost exclusive component of these finished products. Sustaining this production in France is an important issue for stakeholders in the sector and for food sovereignty, questioning consumer purchasing practices to define agri-food systems in line with societal expectations (Abecassis et al., 2021). This challenge for the durum wheat sector is materialized in France by strategic plans supported by the public authorities, the latest being Exqualidur, presented by the inter-profession in 2022 at the Durum Wheat Sector day.
Upstream, the cultivation of durum wheat is…
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