Are university students really hungry for sustainability? A choice experiment on new food products from circular economy

Consumers are demonstrating increasing awareness towards initiatives promoting sustainable practices in the food sector. This is particularly pronounced among university students, a segment known for its receptivity to sustainability initiatives. Utilizing a choice experiment, this study examines the Italian students’ preferences for fruit juice produced by a hypothetical company. Specifically, the research explicitly assesses the premium price attributable to a circular economy certification—a relatively new standard—in comparison with the widely recognized and appreciated organic certification. Furthermore, the study evaluates the potential additive value of possessing both certifications jointly. Results indicate that consumers are willing to pay a premium for products labelled with circular economy attributes. However, in the presence of an organic certification, the additive value of the circular economy certification is diminished by more than half. Finally, consumers who have received environmental training demonstrate a higher premium for such products, highlighting the role of education in promoting sustainable choices. These findings suggest that a potential market exists for circular economy-certified products, providing an incentive for businesses to adopt circular economy practices. Environmental training plays a relevant role in fostering sustainable transitions, thereby underscoring the significance of education in shaping conscious consumer behaviour.