Market potential for circular food in Europe based on consumer demand and willingness to pay
Abstract 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...
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| Format: | Article |
| Language: | English |
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Nature Portfolio
2025-07-01
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| Series: | npj Science of Food |
| Online Access: | https://doi.org/10.1038/s41538-025-00475-y |
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| author | Shanshan Li Zein Kallas Selene Ivette Ornelas Herrera Muhammad Adzran Che Mustapa Lena Behrendt Zoltán Hajdu Evi Michels Erik Meers |
| author_facet | Shanshan Li Zein Kallas Selene Ivette Ornelas Herrera Muhammad Adzran Che Mustapa Lena Behrendt Zoltán Hajdu Evi Michels Erik Meers |
| author_sort | Shanshan Li |
| collection | DOAJ |
| description | Abstract 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. |
| format | Article |
| id | doaj-art-1d5c341558764fa6bbfaa108d7084c3a |
| institution | Kabale University |
| issn | 2396-8370 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Nature Portfolio |
| record_format | Article |
| series | npj Science of Food |
| spelling | doaj-art-1d5c341558764fa6bbfaa108d7084c3a2025-08-20T03:46:12ZengNature Portfolionpj Science of Food2396-83702025-07-019111310.1038/s41538-025-00475-yMarket potential for circular food in Europe based on consumer demand and willingness to payShanshan Li0Zein Kallas1Selene Ivette Ornelas Herrera2Muhammad Adzran Che Mustapa3Lena Behrendt4Zoltán Hajdu5Evi Michels6Erik Meers7School of Humanities and Law, Henan Agricultural UniversityCentre for Agro-Food Economics and Development-UPC-IRTA (CREDA), Universitat Politècnica de Catalunya (UPC)Institute for Research in Sustainability Science and Technology (IS-UPC), Universitat Politècnica de Catalunya (UPC)Centre for Agro-Food Economics and Development-UPC-IRTA (CREDA), Universitat Politècnica de Catalunya (UPC)THU, Thünen Institute of Farm EconomicsSOLTUB, Soltub Trade and Service Providing Limited LiabilityDepartment of Green Chemistry and Technology, Ghent UniversityDepartment of Green Chemistry and Technology, Ghent UniversityAbstract 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.https://doi.org/10.1038/s41538-025-00475-y |
| spellingShingle | Shanshan Li Zein Kallas Selene Ivette Ornelas Herrera Muhammad Adzran Che Mustapa Lena Behrendt Zoltán Hajdu Evi Michels Erik Meers Market potential for circular food in Europe based on consumer demand and willingness to pay npj Science of Food |
| title | Market potential for circular food in Europe based on consumer demand and willingness to pay |
| title_full | Market potential for circular food in Europe based on consumer demand and willingness to pay |
| title_fullStr | Market potential for circular food in Europe based on consumer demand and willingness to pay |
| title_full_unstemmed | Market potential for circular food in Europe based on consumer demand and willingness to pay |
| title_short | Market potential for circular food in Europe based on consumer demand and willingness to pay |
| title_sort | market potential for circular food in europe based on consumer demand and willingness to pay |
| url | https://doi.org/10.1038/s41538-025-00475-y |
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