Consumer Preferences and Willingness to Pay for Potting Mix with Biochar

Abstract

Biochar is a co-product of advanced biofuels production from feedstocks including food, agricultural, wood wastes, or dedicated energy crops. Markets for soil amendments using biochar are emerging, but little is known about consumer preferences and willingness to pay (WTP) for these products or the depth of the products’ market potential for this product. This research provides WTP estimates for potting mix amended with 25% biochar, conditioned on consumer demographics and attitudes about product information labeling. Data were collected with an online survey of 577 Tennessee home gardeners. WTP was elicited through a referendum contingent valuation. Consumer WTP for an 8.81 L bag of 25% biochar potting mix is $8.52; a premium of $3.53 over conventional potting mix. Demographics and attitudes toward biofuels and the environment influence WTP. Biochar amounts demanded are projected for the study area’s potential market. Optimal prices, profits, and market shares are estimated across different marginal costs of producing biochar potting mix.

Willingness to Pay for Potting Mix Containing Eastern Redcedar Biochar under Alternative Information Sets

“…It is interesting that this premium was smaller than that measured by Thomas et al (2021), who assumed a biochar with fewer environmental benefits than biochar made from ERC. They estimated a premium of $3.53 per 9.31-qt bag of potting mix containing 25% biochar, which is equivalent to approximately $11/ft 3 .…”

“…A previous study explored consumers WTP higher prices for potting mix containing biochar (Thomas et al 2021), but it only considered the climate change benefits because the biomass feedstock was not specified. This study specifically measured WTP for biochar made from ERC in a setting where the consumer was informed about the benefits of both sequestering carbon and controlling a weedy species.…”

Compensation of adverse growing media effects on plant growth and morphology by supplemental LED lighting

“…Peat is the main component used in horticultural growing media in Europe [ 1 ]. However, due to the negative impact of unsustainable peat extraction including the destruction of peat bogs as carbon sinks and damaged ecosystems [ 2 ], increased political pressure to achieve EU sustainability objectives [ 3 ] and rising awareness among consumers for alternative growing media [ 4 ] the horticultural growing media industry is forced to search for alternative materials. Promising peat substitutes include composts from green waste, coconut coir, wood fibre, sphagnum moss, perlite and biochar, among other materials (see [ 1 , 5 ] for comprehensive review on peat substitutes).…”