Researchers from The Land Institute, Cornell University, and Ohio State University published a study to understand consumers’ willingness to pay for Kernza bread based on sustainability information and eco-labeling. This research could offer insights into which marketing and environmental awareness activities could influence the adoption and market penetration of products like Kernza bread.

Abstract

Intermediate wheatgrass (IWG), also known as Kernza, is a perennial grain crop with recognized environmental benefits, including improved water quality, increased soil carbon storage, and enhanced biodiversity. However, despite these advantages, consumer demand for IWG-based products remains poorly understood, limiting its market potential. This study employs sensory analysis and an experimental BDM mechanism to estimate consumer willingness to pay (WTP) for IWG bread and assess the influence of sustainability information on purchasing decisions. Results suggest that IWG bread commands a price premium when accompanied by effective consumer education, with WTP estimates indicating a potential market niche for sustainability-labeled perennial grains. Economic implications suggest that targeted consumer awareness campaigns, standardized eco-labeling, and financial incentives could enhance adoption and market penetration. These findings offer insights for policymakers, agribusinesses, and sustainability advocates aiming to align consumer-driven demand with environmental goals.