Social perception, market potential, and ecosystem services valuation of Mediterranean regenerative <i>citrus</i> systems

Abstract Mediterranean agricultural systems face increasing environmental pressures, including water scarcity, climate variability, and land degradation. Regenerative agriculture has been proposed to enhance sustainability in citrus systems, but its adoption depends on social acceptance and market viability. This study analyzes social perceptions, perceived environmental benefits, and willingness to pay for regeneratively produced oranges ( Citrus sinensis (L.) Osbeck), a key Mediterranean crop, using data from a representative household survey. The results show high concern about environmental challenges, especially water scarcity and extreme weather. Although regenerative agriculture is viewed as a potential solution, its perceived benefits are not fully aligned with societal priorities. Despite limited awareness, most respondents are willing to pay a premium, influenced by socioeconomic and attitudinal factors and perceptions of ecosystem services. These findings suggest that regenerative citrus systems should be positioned to better align societal environmental concerns with consumer preferences, supported by adapted communication strategies and policy measures to facilitate their adoption in Mediterranean regions.