| Titre : | Consumer preferences and business model innovation in women-led agri-food systems: evidence from Morocco (2026) |
| Auteurs : | E.S. Rossi ; D. Najjar ; D. Oueslati ; A. Visioni ; E. Blasi |
| Type de document : | Article |
| Dans : | Agricultural systems (vol. 237, August 2026) |
| Article en page(s) : | p. 104832 |
| Langues : | Anglais |
| Catégories : |
Catégories principales 05 - DEVELOPPEMENT RURAL ; 5.3 - Institutions RuralesThésaurus IAMM COOPERATIVE AGRICOLE ; FEMME ; ROLE DES FEMMES ; GENRE FEMMES HOMMES ; SYSTEME AGROALIMENTAIRE ; INNOVATION ; MAROC |
| Résumé : | CONTEXT Transforming agri-food systems requires innovation pathways that are socially embedded, gender-responsive, and capable of scaling without reproducing existing inequalities. In low- and middle-income countries, women's cooperatives play a strategic role in linking traditional food systems with emerging markets, yet the mechanisms through which product and organisational innovations jointly create economic and social value remain insufficiently understood. OBJECTIVE This study investigates how product innovation and organisational innovation interact within a women-led agri-food cooperative in Morocco, and whether consumer demand can support responsible scaling while enhancing women's empowerment. METHODS The analysis combines a qualitative Business Model Canvas (BMC) with a quantitative Discrete Choice Experiment (DCE). The BMC assesses changes in the cooperative's value proposition, resources, and market orientation before and after targeted innovation support. The DCE evaluates consumer preferences and willingness to pay for product attributes, including artisanal production, ingredient blending, labelling, and price. RESULTS AND CONCLUSIONS Consumers positively value intrinsic product attributes such as artisanal processing, blended ingredients, and local sourcing. In contrast, health and empowerment labels are not positively valued when presented individually. However, their joint configuration is associated with a positive net effect on willingness to pay, indicating that consumer responses depend on the combined presentation of attributes rather than on isolated claims. The BMC analysis reveals that targeted support, including training, improved equipment, and marketing assistance, strengthened the cooperative's capabilities, governance and market orientation. These findings suggest gender-responsive agri-food innovations could be supported when product attributes, organisational capacity, and consumer demand are aligned, although heterogeneous consumer responses and structural constraints call for adaptive, context-specific scaling strategies. SIGNIFICANCE The study provides empirical evidence on how demand-led gender-responsive innovation strategies can support inclusive and sustainable agri-food systems, offering practical insights for policymakers and development. |
| Cote : | En ligne |
| URL / DOI : | https://doi.org/10.1016/j.agsy.2026.104832 |
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