The value of crop diversification: understanding the factors influencing consumers’ WTP for pasta from sustainable agriculture
Author(s)
Date Issued
2023
Type
article
Volume
13
Issue
3
Start Page
1
End Page
19
Journal
Abstract
(1) Background: The pressure that agricultural systems’ intensive management exerts on the environment concerns society. For this reason, the demand for sustainable foods is growing in the market. This study investigated consumers’ Willingness To Pay (WTP) for dry semolina pasta produced with raw materials from more diversified agricultural systems and which factors influ- ence this choice. (2) Methods: The data, collected through a contingent valuation exercise, involved 185 Italian consumers. Through a Tobit model, the drivers influencing the WTP were selected. A latent class cluster analysis determined four different groups of consumers. (3) Results: The data highlighted a real social demand for sustainability. Consumers recognize a higher WTP for sustain- able pasta. This value is influenced by drivers such as purchasing habits, personal characteristics, and environmental attitudes. (4) Conclusions: This work offers an approach, both from a market and political point of view, to how this higher potential WTP could be identified and redistributed among the value chain actors by structuring both marketing strategies for the different types of consumers and political tools able to help agri-food chains towards sustainability transition.
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Name
agriculture-13-00585.pdf
Size
757.51 KB
Format
Adobe PDF
Checksum (MD5)
c53295d886a1e7fb9d65583d963ff5e8
Project(s)
H2020 728003
Grant PID2020-114576RB-I00 funded by MCIN/AEI/10.13039/501100011033