Public Willingness to Pay for Regenerative Agriculture: Socioeconomic Drivers and Perception of Ecosystem Services

Agricultural intensification is a key driver of soil erosion, biodiversity loss, and the progressive degradation of ecosystems, increasing the urgency for transformative agricultural models. Regenerative agriculture (RA) has emerged as a promising solution by integrating ecological principles with long‐term economic viability to restore ecosystem services (ES) and enhance biodiversity, particularly, among entomofauna, which plays a crucial role in pollination, pest control, and soil health. This study investigates the public willingness to pay (WTP) to support almond cultivation under RA, focusing on its contribution to biodiversity conservation and community well‐being. A survey was conducted in southeastern Spain and included variables related to socioeconomic characteristics, environmental involvement, agroecological knowledge, and perceived benefits of entomofauna. A two‐step Heckman selection model and Ward linkage cluster analysis were used to examine the determinants of WTP and to identify distinct population profiles. The findings reveal that income, environmental awareness, and engagement in sustainability practices significantly impact public support for almond cultivation under RA. These insights underscore the need for targeted policies, financial incentives, and community engagement strategies to enhance RA adoption, biodiversity conservation, and long‐term agricultural resilience.