Conference Agenda

The increasing environmental impact of agriculture, particularly in the Mediterranean region, has heightened the interest in analysing the adequacy of land use practices. In particular, the need to foster a balance between the location of resource intensive economic activities and the availability of the resources. This, in turn, as raised the interest in sustainable food production and consumption. This study investigates consumer willingness to pay (WTP) a premium for olive oil produced with sustainable water management practices in Portugal and Spain—two of Europe’s leading olive oil producers and consumers. Utilizing the contingent valuation method, the research employs a structured survey to assess WTP for both conventional and organic olive oils produced with water-efficient processes. The survey, administered in both countries, incorporates an experimental design where half of the respondents receive additional information about drought challenges to evaluate the effect of environmental awareness on purchasing decisions. The questionnaire also collects data on consumption habits, environmental attitudes, and sociodemographic characteristics. Findings indicate that consumers are aware of the environmental implications of their food choices and are willing to pay more for products with lower water footprints, especially when informed about resource scarcity. The results of this study provide valuable insights for policymakers and industry stakeholders aiming to promote sustainable agricultural practices towards increasing the resilience of the territories to increasing shortages of water and soil nutrients.