Beyond Environmental Concern: Multiple Consumer Value Logics Driving Willingness to Pay for Food Forest Produce

Urban Farm DB summary

This study examined demand-side drivers of consumers' willingness to pay for food forest produce in the United States, using a quota-based online panel sample of 845 adults. It focused on nature connectedness, perceived health risks from monoculture farming, climate change concern, and need for uniqueness. All four factors positively influenced willingness to pay, with nature connectedness being the most influential. The impact of climate change concern on willingness to pay was stronger among consumers with low uniqueness-seeking and weaker among those with high uniqueness-seeking.