Consumer preferences and business model innovation in women-led agri-food systems: Evidence from Morocco

Key Points

• The study aims to analyze consumer preferences and business model innovation in women's agri-food systems in Morocco.
• Combined analysis of business models and consumer preferences in agri-food systems.
• Evaluated willingness to pay for different labeling strategies among consumers.
• Consumers show higher valuation for combined labels over individual ethical or health labels.
• Willingness to pay increases with the presence of blended ingredient and artisanal production attributes.