Date of Graduation

Fall 2025

Degree

Master of Science in Agriculture

Department

School of Agricultural Science & Conservation

Committee Chair

Arbindra Rimal

Abstract

This study investigated consumer willingness to buy (WTB) and willingness to pay a premium (WTPP) for Climate Smart (CS) food products. Focusing on soil health improvement practices such as biochar utilization, data from two surveys were analyzed. One survey was implemented and sought responses from consumer households in six midwestern states, and the other survey was distributed to institutional (universities, K-12 schools, corporations, etc.) and intermediary (restaurants, grocery stores, distribution centers, etc.) buyers. Consumer WTB and WTPP was examined through two independent ordered probit models, and the buyer survey data was utilized in descriptive analysis. Findings suggested that younger consumers, white or Caucasian consumers, individuals with bachelor’s degrees or more, individuals who live in urban areas, and individuals with knowledge regarding CS agriculture were more willing to buy CS food products. Furthermore, women, individuals with children in the household, individuals with bachelor’s degrees or more, individuals who are employed, individuals who spend more per grocery trip on average, individuals who live in urban areas, individuals in Generation Z, and individuals with knowledge regarding CS agriculture were willing to pay a premium. A price premium of 6.15% was estimated to be achievable by CS producers. Both types of buyers were willing to buy CS food products.

Keywords

greenhouse gas, Climate Smart, biochar, consumer, willingness to buy, willingness to pay a premium, institutional and intermediary buyers, ordered probit, survey research

Subject Categories

Agribusiness

Copyright

© Jacob David Brewer

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