Economic Valuation of Geosystem Services in Agricultural Products: A Small-Sample Pilot Study on Rotella Apple and Moscatello Wine

Soils are critical natural resources, yet their abiotic contributions to ecosystem services remain largely unexplored in valuation studies. This pilot study represents, to the best of our knowledge, the first attempt to assess the perceived value of geosystem services (GSs) from a consumer perspective. Using a discrete choice experiment with 200 respondents, we evaluated preferences for Rotella apples and Moscatello wine through mixed multinomial logit and latent class models. Results show that attributes related to soil use and soil control were consistently significant drivers of consumer utility (e.g., odds ratios of 9.38 and 5.78 for Moscatello wine and 8.46 and 5.56 for Rotella apples, respectively; p < 0.01). These attributes align more closely with the concept of a “geological fingerprint” than with existing geographical labeling schemes such as the Protected Designation of Origin. Price effects were statistically insignificant, indicating virtually no influence on choices. Both estimated models revealed preference heterogeneity and a substantial number of no-buy responses. This suggests both limited consumer familiarity with GS concepts and a limitation of our attribute descriptions, which likely failed to convey information needed for effective purchasing decisions. This study is exploratory and limited by its convenience sample, imperfect price specification, and inability to estimate willingness-to-pay measures. Nevertheless, it provides empirical support for introducing geological footprint labeling and highlights the need for improved consumer information, policy tools, and public campaigns to promote recognition and sustainable management of geodiversity in agriculture.