A brand new survey from Germany exhibits that buyers could present a excessive willingness to pay (WTP) for apples produced in agrivolta services. The analysis additionally highlights that buyers additionally think about parameters reminiscent of natural farming, plastic use and origin, and many others.
Researchers from the University of Goettingen in Germany and the Copenhagen Business School in Denmark performed a discrete alternative experiment (DCE) to analyze whether or not shoppers have a willingness to pay (WTP) for apples produced in agrivoltaic services.
DCE is a quantitative methodology that argues that people make trade-offs when selecting an alternative choice to a product or a service. It is normally used to elucidate or predict a alternative from a set of two or extra discrete options.
The group surveyed 1,055 respondents, with a satisfaction index that features attributes reminiscent of natural farming, inexperienced electrical energy, plastic utilization, pesticide utilization, water utilization, origin and worth.
“In the pattern, 13.7% of the members mentioned they hardly ever purchase apples, 38.9% hardly ever, 38.0% typically, and 9.4% all the time,” defined the group. “Almost one-third (67.3%) had by no means heard of agrivoltaics earlier than, and 76.9% of the members would purchase fruit from an agrivoltaic facility. Only 2% refused to purchase fruits from agrivoltaics. “
The survey additionally confirmed that the favored attribute is natural farming at 31.78%, adopted by inexperienced electrical energy (31.40%), pesticide utilization (29.63%), origin (29.54%), plastic utilization (26.99%), water utilization (26.23 %). , and worth (25.0%).
“The highest WTP was obtained for ‘produced in Germany’ (€0.54), adopted by ‘with diminished plastic utilization’ (€0.43) and ‘with manufacturing of inexperienced electrical energy’ (€0.40),” the scientists emphasised. “As the utility for the extent of ‘produced within the area’ is unfavorable, the WTP additionally exhibits a unfavorable worth.”
They concluded that buyers achieve extra utility from the extent of every attribute associated to agrivoltaics.
Their findings seem within the paper “Consumer desire and willingness to pay for apples from agrivoltaics,” just lately printed in Journal of Clean Production.
In March, one other analysis group on the University of Goettingen introduced the outcomes of a survey displaying that 72.4% of the nation’s farmers are contemplating deploying an agrivoltaic challenge. Among the principle causes for this alternative, the researchers recognized an extra supply of earnings from solar energy era and the perceived usefulness of the expertise.
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