This study examines consumer preferences for chicken meat produced using circular economy strategies. It assesses willingness to pay (WTP) for different feeding practices (insect meal, food by-products) and packaging materials (chicken feather-based packaging) across Spain, Denmark, the United Kingdom, and Poland. It identifies key socioeconomic and attitudinal factors influencing consumer acceptance.
A discrete choice experiment (DCE) was conducted with 1,967 consumers. Participants evaluated chicken breast options varying by feed type, packaging material, and price. Mixed logit models in WTP space and latent class models estimated heterogeneity in preferences. Interactions with demographic and attitudinal factors were also analysed to identify key drivers of acceptance.
Results reveal cross-country differences in WTP. Danish consumers exhibit a positive WTP for chicken feather-based packaging, while Spanish consumers show negative WTP. UK and Polish consumers have no significant preference. Insect meal as feed is largely rejected, whereas food by-products receive mixed responses. Familiarity with circular economy concepts, openness to food technologies, and political ideology influence acceptance. Consumer segmentation identifies clusters, including strong resistors and partial adopters.
This study provides novel insights into consumer acceptance of circular strategies in meat production. It highlights cultural and socioeconomic factors shaping sustainability preferences and underscores the importance of creating policy mechanisms to close the gap between consumer WTP and industrial feasibility.
