Do consumers wish to be informed? Preliminary insight for a system of food certification about the safe reusing of wastewater.

With the aim to reduce existing information asymmetries, increase consumer trust, and reduce psychological barriers related to health-risk perceptions, this study investigates consumers' preferences regarding a certification scheme designed to ensure compliance with Regulation (EU) 2020/741 and adherence to legally mandated safety standards. Thus, the study aims to elicit consumers' demand for additional information that guarantees regulatory compliance, quantifying the resulting welfare benefits. A discrete choice experiment (DCE) was conducted on a representative sample of 902 German consumers, focusing on table grapes irrigated with reclaimed water, an emblematic crop from the Apulia region (Southern Italy). Germany was selected as the study area as it represents Europe's largest importer and consumer of table grapes. The proposed certification alternatives varied by type (eco-label or QR code), certifying authority (public or private), certification origin (producer or retailer country), and different levels of premium price expressed as additional cost per kilogram of product. From the econometric analysis, including willingness-to-pay and compensating surplus estimates, emerge as most consumers' preference is for a simple and immediately recognisable certification symbol (eco-label) linked to circular economy principles.