THE AGRICULTURAL WATER FOOTPRINT DILEMMA: HOW KNOWLEDGE GAPS SHAPE CONSUMERS’ PREFERENCES

Citation:Igbaroola, A. H. (2025). The agricultural water footprint dilemma: How knowledge gaps shape consumers' preferences. In Managing the modern organization: Technology, sustainability, and global challenges. M. Dobska (Ed.), pp. 85–94. Polskie Towarzystwo Ekonomiczne Oddział w Poznaniu. ISBN 978-83-971158-8-0. https://doi.org/10.6084/m9.figshare.29222546 

Asymmetric information can significantly affect consumer preferences for low water footprint agri-food products, posing challenges for market efficiency and sus tainable consumption. The main thesis posits that asymmetric information leads to suboptimal consumer choices. The primary aim of this research is to identify the extent to which information asymmetry influences consumer preferences and to highlight mechanisms that can mitigate its negative effects. The study employs a mixed-methods approach, combining empirical data from the author’s consumer surveys and discussion of other researchers’ findings. The methods of inference include use of case studies to illustrate real-world implications. Results indicate that consumers with better access to accurate information about the water footprint of food products are more likely to prefer and purchase low water footprint options. Conversely, a significant portion of consumers remains unaware or misinformed, leading to a preference for less sustainable choices. The conclusions suggest that improving information transparency and consumer education can enhance market efficiency and promote environmentally sustainable consumption patterns. Social implications include fostering consumer behavior aligned with water conservation and sustainability goals. Through the implementation of labelling standards, public awareness initiatives aimed at closing the information gap, and the incorporation of environmental costs into pricing and labelling, the research provides businesses and governments with practical approaches to promote sustainable, well-informed decisions. This study contributes to the broader discourse on sustainable agri-food systems by highlighting the pivotal role of accurate information in shaping consumer behavior.