HORIZON-CL6-2027-02-FARM2FORK-04: SSH partner on consumer perceptions, demand and willingness to pay for organic products

Understanding the contribution of organic farming to sustainability requires evidence not only on production but also on demand: how consumers perceive organic products, what they value, and how much they are willing to pay.

Our Consumer Behaviour research group at the University of Murcia offers to join a consortium as the social sciences and humanities (SSH) partner for this topic. We can contribute:

- Cross-country consumer studies on organic food perceptions, values and purchase behaviour

- Willingness-to-pay and preference measurement (discrete choice experiments, surveys)

- Segmentation of European consumers to identify drivers and barriers to organic consumption

- Analysis of how sustainability information and labels influence consumer choices

EU and research experience: participant in the EU COST Action CIRCUL-A-BILITY (Horizon 2020, 2021–2024); Spanish PI of a European Commission project (2023–2025); partner in an EUniWell (Erasmus+) project; PI of national projects on sustainable consumption and communication. Publications include an international segmentation of organic food consumers in Europe (Ecological Economics).

Our role: partner or task leader for demand-side, consumer and market analysis.

We are looking for: coordinators, agricultural research institutes, organic farming associations and economists working on the sustainability of the organic sector who need a consumer and demand-side partner.