Willingness to pay for lettuce produced with fish sludge and human waste: The role of food neophobia

This study investigates food neophobia as a potential barrier to the use of unconventional fertilizers, such as fish sludge and human waste, in food production. Using data from Norway, the study estimates consumers’ willingness to pay (WTP) for lettuce grown with these fertilizers. Results from the random effect interval regression model show that, on average, consumers are willing to pay 8 % more for conventional lettuce compared to lettuce grown with fish sludge and 13 % more for lettuce grown with human waste. However, between 40 % and 50 % of respondents accepted lettuce produced with unconventional fertilizers and were not willing to pay more for conventional lettuce compared to these alternatives. Key factors influencing WTP include gender, the presence of children in the household, and food neophobia. These findings suggest that food neophobia and socio-demographic factors can significantly impact consumer acceptance of sustainable agricultural practices. Targeted communication strategies focusing on food safety, environmental sustainability, and the benefits of nutrient recycling are needed to foster broader public acceptance and support for recycled waste in agriculture.