We explored how consumers value the ecological and socio-cultural benefits of diversified food production systems in Finland. We used a stated preference method and contingent valuation to quantify consumers’ willingness to pay (WTP) for the benefits of increased farm and regional scale diversity of cultivation practices and crop rotations. Three valuation scenarios were presented to a representative sample of consumers: the first one focused on agroecosystem services on cropland, the second on wider socio-cultural effects and the third was a combination of them. The results suggest that consumers are willing to pay on the average €228 per household annually for the suggested diversification. This is equal to €245 per hectare of cultivated cropland. The results also indicate that 21% of consumers were not willing to pay anything to support more diverse cropping systems. The relatively high WTP for both agroecological and socio-cultural benefits provide important messages for actors in the food chain and for policy makers on future targeting of economic resources within agri-environmental schemes.

我们探索了消费者如何看待芬兰多样化食品生产系统的生态和社会文化利益。我们使用既定的偏爱方法和或有估值方法来量化消费者的支付意愿（WTP），以增加农场和区域规模的种植方式和作物轮作的收益。向有代表性的消费者样本提供了三种评估方案：第一种评估方案关注农田的农业生态系统服务，第二种评估方案涉及更广泛的社会文化影响，第三种评估方案结合起来。结果表明，消费者愿意为建议的多样化每年平均每户支付228欧元。相当于每公顷耕地245欧元。结果还表明，有21％的消费者不愿意支付任何费用来支持更多样化的种植系统。农业生态和社会文化惠益的相对较高的支付意愿为食品链参与者和政策制定者提供了重要信息，说明他们将农业环境计划内的经济资源作为未来目标。