Market potential for circular food in Europe based on consumer demand and willingness to pay

Circular farming is a sustainable agricultural system that promotes waste reuse and nutrient recovery by minimizing external inputs, closing nutrient loops, and reducing environmental impact. To our knowledge, this study is the first to apply open-ended choice experiments (OECEs) to assess consumers' willingness to pay (WTP) and demand for food products from circular farming, involving 5289 participants across six EU countries. Three product categories were analyzed: pork, milk, and bread. Results showed that there is market potential for the food products produced from circular farming in Europe, as consumers are willing to pay a premium for circular products compared to conventional ones. Spanish consumers exhibited the highest WTP premiums (>26%) across all categories, whereas Hungarian consumers showed the lowest premiums. Socio-demographic factors, environmental attitudes, and price levels significantly influenced the quantity of circular food products that consumers were willing to purchase.