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 -