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Disruptions in global fertilizer markets and climate targets have increased interest in fossil‐free mineral nitrogen fertilizers. This study examines farmers' preferences for conventional (fossil‐based) and fossil‐free fertilizers using a labeled discrete choice experiment with 211 Swedish farmers. Results show that farmers have strong price sensitivity and, on average, are willing to pay a premium for Swedish and European‐produced fertilizers, while the climate attribute plays a smaller role in choices than price and production origin. We identify two segments: a larger group that places strong emphasis on price and Swedish production, and a smaller group characterized by greater price sensitivity. Social and economic identities are associated with preference heterogeneity. Findings suggest that policies promoting fossil‐free fertilizers may receive greater farmer acceptance when aligned with domestic production strategies and targeted price incentives.
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Adam et al. (2026) studied this question.
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