Landscape presentation formats influence consumer's preferences for origin and botanical variety of Spanish honey

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This publication is part of the Project (R + D PLATEA FITE 2018-A.13). 'FITEMIEL_II Recuperar la miel para recuperar el territorio: analisis melisopalinologicos, analisis del potencial de mercado y apiturismo'. The authors acknowledge the Gobierno de Aragon for the funding of the Research Group named 'Economia Agroalimentaria y de los Recursos Naturales' (S01_23R), which has funded the publication of the results of this study

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Uldemolins, PilarAuthorDe-Magistris, TizianaCorresponding Author

July 14, 2025

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Article

Publicated to:Agricultural And Food Economics. 13 (1): 36- - 2025-07-07 13(1), DOI: 10.1186/s40100-025-00383-5

Authors: Uldemolins, Pilar; Maza, M Teresa; de-Magistris, Tiziana

Affiliations

Ctr Invest & Tecnol Agroalimentaria Aragon CITA, Zaragoza, Spain - Author

Inst Agroalimentario Aragon IA2, C Miguel Servet 177, Zaragoza 50013, Spain - Author

Univ Zaragoza UNIZAR, C Miguel Servet 177, Zaragoza 50013, Spain - Author

Abstract

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 degrees-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.

Keywords

BehavioChoice experimentDiscrete-choice experimentsDisposición a pagarHoneImmersive virtual environmentsLandscapeMedios audiovisualesMielMixed logitPaisajePreferencias alimentariasPresentation formatProcedenciaPsicología del marketing y del comportamiento del consumidorQualityRealidad virtualRealityVirtual realityWillingness-to-pay

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Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Agricultural And Food Economics due to its progression and the good impact it has achieved in recent years, according to the agency WoS (JCR), it has become a reference in its field. In the year of publication of the work, 2025, it was in position 63/617, thus managing to position itself as a Q1 (Primer Cuartil), in the category Economics. Notably, the journal is positioned above the 90th percentile.

Impact and social visibility

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Uldemolins Gómez, Pilar) and Last Author (De Magistris, Tiziana).