Abstract
Production using agroforestry systems has environmental and social advantages, as well as being more sustainable in the long term. The general aim of this study was to identify the variables that most impact consumers’ perception of the value of agroforestry products. A systematic review was carried out to discover the main factors that influence the perception of value of agroforestry products and to find a model that operationalizes the theory. The model chosen was calculated using structural equations. The results found explained the variables: Perceived Value, Consumer Satisfaction and Loyalty, by 49.8% and 60.4% respectively. Consumer satisfaction is strongly linked to perceived value, mainly through perceived benefits, even if these products have a less attractive appearance or reduced variety compared to those grown traditionally. Environmental benefits stand out in their impact on perceived value, reflecting consumer preference and willingness to avoid environmentally harmful products and pay more for those that are sustainable, demonstrating environmental awareness and responsibility.
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