TY - JOUR

T1 - The Symbiotic Production of Food and Green Electricity

T2 - Consumer Preferences for Food Produced in Agrivoltaic Systems

AU - Schulze, Maureen

AU - Jürkenbeck, Kristin

N1 - Publisher Copyright: © 2024 The Author(s). Business Strategy and the Environment published by ERP Environment and John Wiley & Sons Ltd.

PY - 2024

Y1 - 2024

N2 - In light of the commitment by EU member states to achieve climate neutrality for the European continent by 2050, the expansion of renewable energy sources emerges as a significant challenge of our time. Agrivoltaic systems, which combine the production of renewable energy and food, offer a solution to alleviate the competition for limited land resources. However, scientific insights into whether consumers value food produced in agrivoltaic systems are lacking, so far. Knowledge of consumers' preferences is, however, crucial to successfully commercialize food production within agrivoltaic systems. This study addresses this research gap by conducting a hypothetical choice experiment with a sample of 448 German consumers. It examines consumers' preferences for food produced in agrivoltaic systems, using raspberries as a case study. Results of the random parameter logit (RPL) modeling revealed that consumers are willing to pay a premium for food labeled with information about the production of green electricity. Additionally, information on reduced plastic and water usage of food produced within agrivoltaics systems were also valued, next to domestic and regional production. A latent class segmentation was carried out for the targeted marketing for food produced in agrivoltaic systems. This resulted in four distinct consumer segments that differ according to their preference structure. Targeted recommendations are provided to enhance consumer acceptance and facilitate the diffusion of agrivoltaic systems.

AB - In light of the commitment by EU member states to achieve climate neutrality for the European continent by 2050, the expansion of renewable energy sources emerges as a significant challenge of our time. Agrivoltaic systems, which combine the production of renewable energy and food, offer a solution to alleviate the competition for limited land resources. However, scientific insights into whether consumers value food produced in agrivoltaic systems are lacking, so far. Knowledge of consumers' preferences is, however, crucial to successfully commercialize food production within agrivoltaic systems. This study addresses this research gap by conducting a hypothetical choice experiment with a sample of 448 German consumers. It examines consumers' preferences for food produced in agrivoltaic systems, using raspberries as a case study. Results of the random parameter logit (RPL) modeling revealed that consumers are willing to pay a premium for food labeled with information about the production of green electricity. Additionally, information on reduced plastic and water usage of food produced within agrivoltaics systems were also valued, next to domestic and regional production. A latent class segmentation was carried out for the targeted marketing for food produced in agrivoltaic systems. This resulted in four distinct consumer segments that differ according to their preference structure. Targeted recommendations are provided to enhance consumer acceptance and facilitate the diffusion of agrivoltaic systems.

KW - agrivoltaic systems

KW - consumer preferences

KW - food

KW - renewable energies

KW - Management studies

KW - Sustainability Governance

UR - http://www.scopus.com/inward/record.url?scp=85211816748&partnerID=8YFLogxK

U2 - 10.1002/bse.4080

DO - 10.1002/bse.4080

M3 - Journal articles

AN - SCOPUS:85211816748

JO - Business Strategy and the Environment

JF - Business Strategy and the Environment

SN - 0964-4733

ER -