Li Shanshan, Kallas Zein, Ornelas Herrera Selene Ivette, Mustapa Muhammad Adzran Che, Behrendt Lena, Hajdu Zoltán, Michels Evi, Meers Erik
School of Humanities and Law, Henan Agricultural University, Zhengzhou, China.
Institute for Research in Sustainability Science and Technology (IS-UPC), Universitat Politècnica de Catalunya (UPC), Barcelona, Spain.
NPJ Sci Food. 2025 Jul 21;9(1):146. doi: 10.1038/s41538-025-00475-y.
Circular farming is a sustainable agricultural system that promotes waste reuse and nutrient recovery by minimizing external inputs, closing nutrient loops, and reducing environmental impact. To our knowledge, this study is the first to apply open-ended choice experiments (OECEs) to assess consumers' willingness to pay (WTP) and demand for food products from circular farming, involving 5289 participants across six EU countries. Three product categories were analyzed: pork, milk, and bread. Results showed that there is market potential for the food products produced from circular farming in Europe, as consumers are willing to pay a premium for circular products compared to conventional ones. Spanish consumers exhibited the highest WTP premiums (>26%) across all categories, whereas Hungarian consumers showed the lowest premiums. Socio-demographic factors, environmental attitudes, and price levels significantly influenced the quantity of circular food products that consumers were willing to purchase.
循环农业是一种可持续的农业系统，通过减少外部投入、封闭养分循环和降低环境影响来促进废物再利用和养分回收。据我们所知，本研究首次应用开放式选择实验（OECEs）来评估消费者对循环农业食品的支付意愿（WTP）和需求，涉及六个欧盟国家的5289名参与者。分析了三类产品：猪肉、牛奶和面包。结果表明，欧洲循环农业生产的食品具有市场潜力，因为与传统产品相比，消费者愿意为循环产品支付更高的价格。在所有类别中，西班牙消费者表现出最高的支付意愿溢价（>26%），而匈牙利消费者的溢价最低。社会人口因素、环境态度和价格水平显著影响消费者愿意购买的循环食品数量。
