Grain of the Future: Consumer Demand for Bread Made of Sustainable Perennial Grain Intermediate Wheatgrass

IF 4 3区经济学 Q1 AGRICULTURAL ECONOMICS & POLICY

Agricultural Economics Pub Date : 2026-02-16 DOI:10.1111/agec.70102

Jie Li, Nima Homami, Matthew R. Ryan, Sandra Wayman, Eugene P. Law, Miguel I. Gómez, Lee R. DeHaan

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Abstract

Intermediate wheatgrass (IWG), also known as Kernza, is a perennial grain crop with recognized environmental benefits, including improved water quality, increased soil carbon storage, and enhanced biodiversity. However, despite these advantages, consumer demand for IWG-based products remains poorly understood, limiting its market potential. This study employs sensory analysis and an experimental BDM mechanism to estimate consumer willingness to pay (WTP) for IWG bread and assess the influence of sustainability information on purchasing decisions. Results suggest that IWG bread commands a price premium when accompanied by effective consumer education, with WTP estimates indicating a potential market niche for sustainability-labeled perennial grains. Economic implications suggest that targeted consumer awareness campaigns, standardized eco-labeling, and financial incentives could enhance adoption and market penetration. These findings offer insights for policymakers, agribusinesses, and sustainability advocates aiming to align consumer-driven demand with environmental goals.

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未来的谷物：消费者对可持续多年生谷物中间麦草制成的面包的需求

中间小麦草（IWG）是一种多年生粮食作物，具有公认的环境效益，包括改善水质、增加土壤碳储量和增强生物多样性。然而，尽管有这些优势，消费者对iwg产品的需求仍然知之甚少，限制了其市场潜力。本研究采用感官分析和实验BDM机制来评估消费者对IWG面包的支付意愿，并评估可持续性信息对购买决策的影响。研究结果表明，如果对消费者进行有效的教育，IWG面包的价格会有溢价，WTP估计表明，有可持续标签的多年生谷物有潜在的市场定位。经济影响表明，有针对性的消费者意识运动、标准化生态标签和财政激励可以提高采用和市场渗透。这些发现为政策制定者、农业企业和可持续发展倡导者提供了见解，旨在将消费者驱动的需求与环境目标结合起来。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Agricultural Economics 管理科学-农业经济与政策

CiteScore

7.30

自引率

4.90%

发文量

审稿时长

3 months

期刊介绍： Agricultural Economics aims to disseminate the most important research results and policy analyses in our discipline, from all regions of the world. Topical coverage ranges from consumption and nutrition to land use and the environment, at every scale of analysis from households to markets and the macro-economy. Applicable methodologies include econometric estimation and statistical hypothesis testing, optimization and simulation models, descriptive reviews and policy analyses. We particularly encourage submission of empirical work that can be replicated and tested by others.