Factors influencing farmers’ decision to enter digestate market

Current study evaluated the effect of information on farmers' decision to enter the digestate market and investigated the drivers of individual preferences for this source of organic content. A between subject economic experiment was performed in Sicily (Southern Italy) involving 230 farmers. Through a multiple price list format individual willingness-to-pay (WTP) for digestate and traditional cow manure were elicited. Findings show that providing farmers with information on digestate attributes positively affects respondents’ decision to enter the digestate market. Results provide practical insights to policy makers interested in promoting their decision to enter the digestate market among Mediterranean farmers. •A between-subjects experiment was performed, interviewing 230 farmers face-to-face.•Providing information increases farmers' probability to enter the digestate market.•Preliminary information campaigns are necessary before political actions.