Citizens' Attitudes Towards Multifunctional Agriculture

This paper examines Finnish citizens' attitudes towards multifunctional agriculture and further, the connections among these attitudes, consumers' willingness to pay, and some socio economic factors. Attitudinal dimensions were executed by using factor analysis. The respondents (N=1300) were distributed into clusters based on their attitudes. It would be expected that people who have positive attitudes, would also state high values of WTP. Instead, this study suggests that attitudes and WTP do not have a positive relation. People are willing to support domestic agriculture as a provider of safe and high-quality food. However, a remarkable proportion of Finnish citizens have a positive attitude towards externalities and joint products of agriculture.