A Purdue University survey found that while consumers support the goals of regenerative agriculture, they are hesitant to pay more for products made using eco-friendly practices.

The survey found that 72% of participants supported regenerative agriculture, which involves practices like crop rotation and reduced tillage to improve soil health and capture carbon. However, fewer than half were willing to pay an additional $.50 for snacks produced using regenerative methods.

Affordability was the key factor, with 53% of respondents opting for a cheaper, conventionally produced snack. Purdue’s Center for Food Demand Analysis and Sustainability emphasized that consumer support hinges on keeping prices affordable. Over the past three years, taste and affordability have remained the top priorities for shoppers. Consumers are reluctant to absorb additional costs.

Read more about consumer support for regenerative agriculture here.