European consumers ́ preference and willingness to pay for food products labelled as obtained by a circular farming system -in relation to environmental attitudes and consumption behaviours

Data was collected with questionnaire-based research carried out in Belgium, Croatia, Hungary, Italy, Poland, and Spain as part of a European project. The survey questions were designed to obtain the Willingness to pay using 2 different methodologies the discrete choice experiment and the open-end choice experiment. The survey also included questions about consumers environmental attitudes, and consumption behavior (purchase, use and recycling), to identify if them have influence on preferences towards more sustainable food products. The 3 analyzed food products were pork meat, milk and bread, all of them obtained through different agricultural production systems (circular, conventional, and organic agriculture). The sample was stratified in terms of gender and age to be representative to the average population in each country. Furthermore, respondents included in this study were those that are mainly, or in part responsible for the household food shopping. The questionnaire was translated to the languages of the countries involved in the data collection and pre-launched using a pilot sample of 50 consumers in each case study country. Finally, a total of 5,362 validated questionnaires were obtained. Data was collected online using the Qualtrics market research company, and Net panel market company for Hungary from June 2021 to January 2022.本数据集源自一项欧洲项目下的问卷调研，调研覆盖比利时、克罗地亚、匈牙利、意大利、波兰及西班牙六国。调研问卷采用两种方法设计以获取受访者的支付意愿（Willingness to Pay, WTP）：离散选择实验（Discrete Choice Experiment, DCE）与开放式选择实验（Open-end Choice Experiment）。问卷同时包含消费者环保态度与消费行为（购买、使用及回收行为）相关问题，以探究上述因素是否会影响受访者对更可持续食品的偏好。本次分析的三类食品分别为猪肉、牛奶与面包，其生产均涵盖三种不同的农业生产模式：循环农业（Circular Agriculture）、常规农业（Conventional Agriculture）与有机农业（Organic Agriculture）。样本按照性别与年龄进行分层抽样，以确保其能够代表各国的总体人口结构。此外，本次研究的受访对象均为主要或部分负责家庭食品采购的人群。调研问卷已被翻译为各参与调研国家的本土语言，并在每个案例研究国家以50名消费者组成的试点样本开展了预调研。最终共回收有效问卷5362份。调研数据于2021年6月至2022年1月期间通过线上渠道收集，其中匈牙利地区的数据由网络面板市场调研公司采集，其余国家数据由市场调研平台Qualtrics提供。