Evaluating consumer perceptions of social farming through choice modelling

This study aims to analyse consumer attitudes and to value their willingness to pay a premium price for ethical food from social farming by applying discrete choice experiment methodology. Two real products, zucchini and eggs, that were cultivated in an organic social farm with work inclusion by people with autism spectrum disorders (ASDs) were considered. We relied on these two products due to their different origins (vegetal and animal) and, in the case of eggs, to compare the willingness to pay for social farming and the preservation of animal welfare. We collected 255 complete questionnaires, and our results show that respondents have a positive willingness to pay for both products if they are obtained with the work inclusion of people with ASDs. For the work inclusion of adults with ASDs, the interviewees expressed a mean WTP of 0.69 € for a box of 6 eggs and 0.85 €/Kg for zucchini. This is particularly important in supporting the economic sustainability of an activity, i.e., social farming, that typically has higher production costs and therefore needs to be supported by public subsidies. The positive attitude of consumers in terms of their willingness to pay a premium price for these products could potentially allow a strong hybridization between profit (agriculture) and nonprofit (social) activities, which could potentially both guarantee economic sustainability to firms and benefit society. Such hybridization has its roots in the view of agriculture as an integral part of the community, where each member is doing his or her part with concrete actions, including those connected to consumption choices that contribute to support the social positive externalities generated by farmers’ activities.