The use of pesticides has made it possible to increase global food production. A negative side effect of the use of pesticides is that there is hardly any agricultural land left today that is free of harmful pesticide residues (Thakur 2017). Many consumers are also more aware that agricultural products often contain pesticide residues. In particular, when the media report that maximum levels of pesticides is exceeded in random samples (e.g. Spiegel 2020), this causes uncertainty among consumers. Research to date has focused on plant-based products. To the best of our knowledge, there are no studies on the acceptance of and willingness to pay for animal-based products. However, products with animal origin are also based on agricultural land on which fodder is grown or on which (extensive) pasture management takes place and pesticides are also used.

The aim of this sub-project is to map consumer acceptance of NOcsPS products (milk, butter, cheese) and to provide recommendations for market introduction. The following research questions are to be answered:

1. How high is the willingness to pay for NOcsPS products (milk, butter, cheese)?
2. How large is the potential target group of buyers and how is this target group characterized?

A consumer survey is planned to answer the research questions. In a first step, a literature analysis on attitudes and risk perceptions of pesticides will be carried out and suitable, valid items will be searched for in the sustainability literature of consumer research in order to be able to characterize the target group later. Subsequently, the study will be designed and carried out. In order to generate a representative sample for the German population, the survey is programmed online and the sample is collected with the help of an online-based panel provider.

The questionnaire consists of three sections:

1. socio-demographic data of the participants
2. willingness-to-pay analysis
3. sustainability statements (Likert scales) for target group analysis

At the end of the project, the results of the sub-project will enable an assessment of consumer acceptance and market introduction opportunities for NOcsPS products.

Expected results

Within the framework of the sub-project, insights into consumers' willingness to pay for NOcsPS products are to be gained. In addition, statements about the size of a potential target group will be made possible and a corresponding characterization of the target group will be carried out. Finally, recommendations for action for the market introduction of NOcsPS products will be generated.