Meta‐Analysis of Consumer Willingness to Pay for Short Food Supply Chain Products

Due to their perceived benefits for health, the environment, the economy, and sustainability, in recent years there has been a growing interest on the part of researchers and policymakers in short-food supply chains (SFSCs). However, a systematic review of the literature on this topic remains lacking. To address this gap, the study conducts a meta-analysis to examine consumer willingness to pay (WTP) for SFSC products, taking into account various sociodemographic factors and sustainability attributes. On average, consumers are willing to pay a 34.5% premium for SFSC products. Key factors influencing WTP include gender, education, study year, age, region, product category, and sustainability attributes. Women exhibit higher WTP, and individuals with higher education levels also demonstrate increased WTP. Notably, WTP for SFSC products is lower before 2014, while younger consumers exhibit higher WTP overall. Consumers in Western Europe present higher WTP estimates compared to those in North America and other regions. In terms of sustainability attributes, organic products receive the highest WTP, with food categories such as meat, poultry, dairy products, and honey showing the highest estimates. These findings offer valuable insights for SFSC producers, marketers, and policymakers, guiding effective strategies to promote SFSC products within sustainable agri-food systems.