"HydroSOStainable" Concept: How Does Information Influence Consumer Expectations towards Roasted Almonds?

Water scarcity is one of the top five key global risks over the last years, and agriculture is the major and least efficient user of fresh water. In this scenario, the "hydroSOStainable " concept has been developed and registered to protect fruits and vegetables cultivated with a volume of water below the crop evapotranspiration. The purpose of this experimental study was to investigate how the information influence the consumer liking and preference of the roasting almonds labelled as "hydroSOStainable " and "conventional ", although belonged to the same sample. Thus, we explored 300 consumers (Seville, Spain (high levels of water stress) versus Donostia, Spain and Wroclaw, Poland (regions with no water stress)) preference and acceptance of roasted almonds using satisfaction degree, CATA and willingness to pay questions. The present study demonstrated that both location and sociodemographic aspects influenced consumers perception and liking. Consumers living in areas with water restrictions were more susceptible to be influenced by the hydroSOStainable/conventional concept, while consumers from regions without water restrictions would need more information to choose a sustainable product. Both man and women, centennials and millennials scored higher the supposed hydroSOStainable almonds, while generation X was not really influenced by the information effect. Finally, 77% of consumers, regardless of location, were willing to pay a higher price for the almonds labelled "hydroSOStainable ". Consequently, these results provide valuable information for the government and food industry about consumer choice regarding sustainable products, depending on the location, knowledge, and sociodemographic aspects.