Is Agricultural Emissions Mitigation on the Menu for Tea Drinkers?

Consumers are increasingly concerned about the environmental and social impacts of their purchases. Prior research has assessed willingness to pay (WTP) for environmental and ethical attributes on foods and beverages such as locally grown, fairly traded, and organically produced. However, few studies have examined WTP for agricultural greenhouse gas (GHG) mitigation, especially in the U.S. and to date, no prior study has examined how knowledge or concerns about climate change motivate WTP for climate-friendly products. The objective of this study was to estimate WTP for agricultural GHG mitigation and examine variability in WTP across consumer characteristics, climate change knowledge and risk perception. A sensory-grounded choice experiment and survey assessing climate change knowledge and risk perception was administrated to specialty food and beverage shoppers in the Midwest and Northeastern U.S. Male and lower-income participants, as well as those at the Midwestern study site were willing to pay a higher premium for agricultural GHG mitigation, relative to females, higher income participants, and those in the Northeastern U.S. Knowledge of climate change and level of concerns for the risks it poses were not significantly associated with increased WTP for agricultural GHG mitigation. This suggests that if consumer demand is going to play a role in driving agricultural GHG mitigation, motivations for such purchasing behavior must be more fully understood.