Demand analysis

Modern agriculture relies heavily on mineral fertilizers, yet their intensive use causes environmental impacts and depends on raw materials that are unevenly distributed and vulnerable to global price fluctuations. Bio-based fertilizers, produced from recycled organic waste streams, offer a more circular and sustainable alternative for Europe. This study analyzed farmers’ and advisors’ willingness to pay using the Van Westendorp pricing method, providing insights into price sensitivity for new bio-based products. Results indicate that a 30–46% price discount compared to mineral fertilizers would maximize market share, while matching mineral fertilizer prices would maximize revenue. These findings support the development of effective marketing strategies and business models for emerging bio-based fertilizers.