The Symbiotic Production of Food and Green Electricity: Consumer Preferences for Food Produced in Agrivoltaic Systems

In light of the commitment by EU member states to achieve climate neutrality for the European continent by 2050, the expansion of renewable energy sources emerges as a significant challenge of our time. Agrivoltaic systems, which combine the production of renewable energy and food, offer a solution to alleviate the competition for limited land resources. However, scientific insights into whether consumers value food produced in agrivoltaic systems are lacking, so far. Knowledge of consumers' preferences is, however, crucial to successfully commercialize food production within agrivoltaic systems. This study addresses this research gap by conducting a hypothetical choice experiment with a sample of 448 German consumers. It examines consumers' preferences for food produced in agrivoltaic systems, using raspberries as a case study. Results of the random parameter logit (RPL) modeling revealed that consumers are willing to pay a premium for food labeled with information about the production of green electricity. Additionally, information on reduced plastic and water usage of food produced within agrivoltaics systems were also valued, next to domestic and regional production. A latent class segmentation was carried out for the targeted marketing for food produced in agrivoltaic systems. This resulted in four distinct consumer segments that differ according to their preference structure. Targeted recommendations are provided to enhance consumer acceptance and facilitate the diffusion of agrivoltaic systems.