Consumers’ associations, knowledge, and willingness to pay for products from traditional orchard meadows

Abstract Traditional cultural landscapes play an important role in providing environmental, economic, social, and cultural values. These sustainable landscapes originate from extensive agricultural activities and need regular maintenance for preservation. They often lack economic viability and are threatened by the huge pressure of agricultural intensification. This study follows the idea of a market-based way of compensation for the cultivation of multifunctional agricultural landscapes by marketing the products of these landscapes. In order to increase consumer demand for products from traditional cultural landscapes, this article aims to identify appropriate communication measures by assessing consumers’ associations and knowledge of juice from orchard meadows (OM). Willingness to pay (WTP) was measured by using the contingent valuation method. The results show that specific product attributes of products from traditional cultural landscapes result in an additional WTP of consumers. In communication of a traditional cultural landscape product like OM juice, it is important to highlight especially three product attributes to consumers: the local origin, the environmentally friendly and organic production, and the naturalness of the landscape.