Willingness to pay (WTP) for food produced with recirculated nutrients

Summary in the original language of the document

There is a positive WTP for bread produced with household (HH) waste for bread, and negative WTP for food industry (FI) waste and bio-solids for both carrots and bread. The share of positive WTP for bread (carrots) is: 61(54) %, 44(43)% and 36(32)% for HH waste, FI waste and bio-solids respectively. Comparing the distribution of WTP with the average price paid for bread and carrots imply that 20% should be paid to eat food produced with biosolids, (6 – 10% for HH and FI waste.)
Attitudes have limited effects on WTP. An anthropogenic attitude leads to positive WTP for food produced with bio-solids. To associate sustainability with organic production leads to positive WTP for food produced with HH waste. The largest positive effect is if important others will eat food produced with a specific fertilizer (subjective norms). The importance of if others view respondent as caring for sustainability leads to a negative WTP for FI waste and bio-solids. Perceive Behavioural control, specific risks leads to negative WTP while general risk and benefits of recirculation have limited effects. Food disgust lead to negative WTP as well. The perceived risk of using a fertilizer and if important others are willing to eat food produced with this specific fertilizer are the most important elements for consumer acceptance. This is important knowledge if the consumer should accept of using recirculated nutrients for food production.