Circular farming: EU consumers’ purchase intention and willingness to pay for circular beef – a discrete choice experiment within the theory of planned behaviour

Selene Ivette Ornelas Herrera, Zein Kallas, Dmytro Serebrennikov, Fiona Thorne and Sinéad N. McCarthy

Journal of Environmental Planning and Management, 2025, vol. 68, issue 14, 3363-3384

Abstract: Circular farming is a sustainable food production system focused on recovering nutrients and minimizing negative environmental effects. Consumers’ preference for circular food stimulates producers to adopt circular farming systems. This study aims to analyse consumers’ willingness to pay for beefsteak produced in a circular farming system and behaviours that influence their preferences. 5,246 EU consumers were surveyed using choice experiment methodology and planed behaviour theory. Results showed circular beefsteak is preferred more than conventional beefsteak, but less than organic. Similarly, consumers are willing to pay a higher premium for circular beefsteak than for conventional and lower than organic. Preferences regarding planned behaviour theory showed social norms and perception of behavioural control increases preferences for circular beefsteak. Environmental attitudes increase organic beefsteak preferences, but reduce conventional beefsteak preferences, like sustainable behaviours and frequency. The potential market for circular beefsteak urges policymakers to create a standardized legal framework for circularity labelling, similar to organic certification.

Date: 2025
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DOI: 10.1080/09640568.2024.2351418

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