The aim of this work was to elucidate the socio-cultural and economic value of a number of ecosystem services delivered by mountain agroecosystems (mostly grazing systems) in Euro-Mediterranean regions. We combined deliberative (focus groups) and survey-based stated-preference methods (choice modelling) to, first, identify the perceptions of farmers and other citizens on the most important ecosystem services and, second, to value these in economic terms according to the willingness to pay of the local (residents of the study area) and general (region where the study area is located) populations. Cultural services (particularly the aesthetic and recreational values of the landscape), supporting services (biodiversity maintenance) and some regulating services (particularly fire risk prevention) were clearly recognized by both farmers and citizens, with different degrees of importance according to their particular interests and objectives. The prevention of forest fires (≈50% of total willingness to pay) was valued by the general population as a key ecosystem service delivered by these agroecosystems, followed by the production of specific quality products linked to the territory (≈20%), biodiversity (≈20%) and cultural landscapes (≈10%). The value given by local residents to the last two ecosystem services differed considerably (≈10 and 25% for biodiversity and cultural landscape, respectively). The Total Economic Value of mountain agroecosystems was ≈120 € person⁻¹ year⁻¹, three times the current level of support of agro-environmental policies. By targeting and quantifying the environmental objectives of the European agri-environmental policy and compensating farmers for the public goods they deliver, the so-called “green” subsidies may become true Payments for Ecosystems Services.

Norwegian consumer preferences for country of origin and hormone status of beef were investigated and socio-economic segmentation variables identified. On average, after domestic beef, consumers preferred beef from neighbouring Sweden to beef from more distant countries, and beef from developed countries to beef from less developed countries. US hormone-free beef was perceived as being as good as Irish beef, whereas US hormone-treated beef was perceived as being inferior to Irish and Botswanan beef. In a series of market simulations based on an estimated mixed logit model, it is shown that non-Scandinavian alternatives are close substitutes competing over the import-friendly market segment.

Food production is associated with various environmental impacts and the production of meat is highlighted as a significant source of greenhouse gas emissions. A transition toward plant-based and low-meat diets has thus been emphasised as an important contribution to reducing climate change. By combining results from a consumer survey, focus group interviews and an in-store field experiment, this article investigates whether Norwegian consumers are ready to make food choices based on what is environmentally sustainable. We ask how consumers perceive the environmental impacts of food consumption, whether they are willing and able to change their food consumption in a more climate-friendly direction, and what influences their perceptions and positions. The results show that there is uncertainty among consumers regarding what constitutes climate- or environmentally friendly food choices and that few consumers are motivated to change their food consumption patterns for climate- or environmental reasons. Consumers’ support to initiatives, such as eating less meat and increasing the prices of meat, are partly determined by the consumers’ existing value orientation and their existing consumption practices. Finally, we find that although providing information about the climate benefits of eating less meat has an effect on vegetable purchases, this does not seem to mobilise consumer action any more than the provision of information about the health benefits of eating less meat does. The article concludes that environmental policies aiming to transfer part of the responsibility for reducing greenhouse gas emissions to food consumers is being challenged by the fact that most consumers are still not ready to make food choices based on what is best for the climate or environment.