Meta-analysis of consumers’ willingness to pay for sustainable food products

Abstract

Consumers are demanding products with high sustainable standards and have increasingly paid attention to the wider ethical issues and sustainable food products. This research helps to broaden the study of WTP for sustainable food products from a broad area, including different sustainable attributes simultaneously, by extracting data from the previous literature using a meta-analysis. The main objective of this study is twofold: firstly, to synthesize consumers’ WTP studies regarding sustainable food products; and secondly, to measure the average WTP towards sustainable food products worldwide and their heterogeneity.