Consumer preferences and willingness to pay for apples from agrivoltaics
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In: Journal of Cleaner Production, Vol. 465, 142854, 01.08.2024.
Research output: Journal contributions › Journal articles › Research › peer-review
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TY - JOUR
T1 - Consumer preferences and willingness to pay for apples from agrivoltaics
AU - Jürkenbeck, Kristin
AU - Schulze, Maureen
N1 - Publisher Copyright: © 2024 The Authors
PY - 2024/8/1
Y1 - 2024/8/1
N2 - There is an urgent need for the production of renewable energies due to the climate impact of fossil energy production. At the same time, the world population is rising. This leads to a land-use conflict between energy and food production. One solution to this conflict could be agrivoltaics. It is a new method of cultivation in which electricity and food are produced simultaneously. However, there has been no research into consumer preferences and willingness to pay for foods from agrivoltaics. This study investigates consumers' preferences for apples produced with agrivoltaics. To achieve this aim, an online survey consisting of a choice experiment was conducted in Germany. The results revealed that for each attribute the characteristics associated with agrivoltaics achieved higher utilities than characteristics associated with the traditional cultivation of apples. The characteristics ‘production in Germany’, ‘reduced plastic usage’, and ‘production of green electricity’ achieved the highest willingness-to-pay values. The results will help to understand how to market products cultivated within agrivoltaics.
AB - There is an urgent need for the production of renewable energies due to the climate impact of fossil energy production. At the same time, the world population is rising. This leads to a land-use conflict between energy and food production. One solution to this conflict could be agrivoltaics. It is a new method of cultivation in which electricity and food are produced simultaneously. However, there has been no research into consumer preferences and willingness to pay for foods from agrivoltaics. This study investigates consumers' preferences for apples produced with agrivoltaics. To achieve this aim, an online survey consisting of a choice experiment was conducted in Germany. The results revealed that for each attribute the characteristics associated with agrivoltaics achieved higher utilities than characteristics associated with the traditional cultivation of apples. The characteristics ‘production in Germany’, ‘reduced plastic usage’, and ‘production of green electricity’ achieved the highest willingness-to-pay values. The results will help to understand how to market products cultivated within agrivoltaics.
KW - Agrophotovoltaics
KW - Choice experiment
KW - Renewable energy
KW - Solar power
KW - Willingness to pay
KW - Management studies
KW - Sustainability Governance
UR - http://www.scopus.com/inward/record.url?scp=85195670144&partnerID=8YFLogxK
U2 - 10.1016/j.jclepro.2024.142854
DO - 10.1016/j.jclepro.2024.142854
M3 - Journal articles
AN - SCOPUS:85195670144
VL - 465
JO - Journal of Cleaner Production
JF - Journal of Cleaner Production
SN - 0959-6526
M1 - 142854
ER -