Consumers' preferences for commons-based and open-source produce: A discrete choice experiment with directional information manipulations

The increasing privatization of seeds and varieties through intellectual property rights such as patents and exclusive seed multiplication rights has led to power imbalances and contributes to the continuous decline of genetic diversity. Diversified agricultural systems are, however, essential for climate change adaptation and the long-term resilience of our food systems. Common ownership of seeds and varieties can play a central role in supporting the development of diversified agricultural systems. With the first commons/open-source varieties entering consumer markets, consumer preferences and willingness-to-pay (WTP) for these varieties are worth exploring. On the example of tomatoes, we carried out a representative consumer survey with a discrete choice experiment. We find that consumers prefer commons/open-source varieties to company-owned varieties and are willing to pay a premium for these varieties. However, the premium they are willing to pay is smaller than for locally grown and organic produce. Providing additional information on the advantages of commons/open-source varieties positively affects WTP. There are no differences in WTP values for 'commons varieties' and 'open-source varieties'. Our findings contribute to academic and policy discourses on consumers' role in agro-biodiversity conservation and enhancement.