Citizens' willingness to support farmers' adoption of low crude protein diet in pig production

Livestock farming has a detrimental effect on the environment since it generates a lot of gas emissions. In pig farming, the use of feed is among the substantial sources of animal farm emissions among the European Union. Nevertheless, the use of Low Dietary Crude Protein (LCP) may reduce the environmental impacts of pig farming and provide diverse ecosystem services (ESs). Concurrently, these pig diets alternatives may result more expensive than the conventional ones, which may negatively affect farmers' intention to adopt these alternatives. Citizens' payment for ESs may be a viable strategy to motivate farmers to implement more sustainable pig diets. The primary objective of this study is to assess the extent to which citizens of Catalonia (Spain) are willing to pay for the ESs generated by the implementation of a LCP diet in pig production. In pursuit of this goal, we conducted an online survey among 501 citizens, including a Discrete Choice Experiment. Participants evaluated three feed scenarios, and their choices were scrutinized using conditional logit model. Results revealed that citizens prefer the new pig diets, including both LCP and Very LCP (VLCP) diets, over the conventional pig diet. However, there is a clear preference toward the VLCP diet justified by their willingness to pay (WTP) of €67/year/adult.