Agriculture 4.0 without chemical-synthetic crop protection will only be successful if it is not only accepted by farmers but is also trusted by key stakeholders as well as the various participants in the food chain and in addition, can develop an adequate consumer willingness to pay.

The example of integrated cultivation shows the existence of substantial diffusion barriers as it has not been possible to establish a market segment for the products of this style of cultivation among consumers (except for few exceptions in Switzerland). Consequentially, integrated cultivation has failed as a market offering.

This sub-project deals with diffusion barriers of NOcsPS in public discourses and markets from the perspective of agricultural marketing.

Regarding implementation barriers in an agricultural marketing perspective, the following aims will be focused: Determination of consumer willingness to pay and acceptance in the food chain by food producers and food retailers.

With respect to the acceptance barriers in society, this sub-project analyses attitudes towards and trust in the new NOcsPS cropping system among key stakeholders.

Initially, a literature research will be carried out (on attitudes and risk perception regarding pesticides). In the next step, consumer willingness to pay will be determined using incentive-compatible survey methods in a quasi-experimental online setting.

In addition, a food chain analysis will be carried out by means of expert interviews (from industry and trade). Furthermore, a stakeholder analysis will provide different assessments of NOcsPS. In a discourse analysis, frames will be identified which will be checked in an online survey with consumers regarding their persuasive power. Finally, a marketing concept for NOcsPS will be developed in cooperation with practice partners. The results of the sub-project will allow an estimation of the acceptance of NOcsPS in the society, the food chain and key stakeholders.

Expected Results:

As part of this sub-project, information regarding consumer spending willingness will be gained. Conclusions regarding the acceptance of NOcsPS within society, the Food Chain and various stakeholders can be made based on a food chain analysis, a stakeholder analysis as well as a discourse analysis with framing study. In addition, a marketing concept for NOcsPS products will be developed.