EIT Food surveyed European consumers to investigate the perceptions of regenerative agriculture. It found that people don’t often think about farming methods, view conventional farming with admiration and a source of national pride without recognising its impacts.
Regenerative agriculture is associated with a lower or potentially net positive environmental and social impact. But it takes effort, time and financial investment for farmers to switch to regenerative practices. If there was a clear consumer preference for products produced through regenerative practices, the benefits in switching would be clearer for farmers and the risks smaller.
This study investigates how European consumers currently perceive regenerative agriculture and how consumer preference can be created.
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