Sustainable charcoal market opportunities in Veneto

58.5% of Veneto consumers use vegetable charcoal at least twice yearly, primarily in summer. A survey of 1,188 respondents under the CAREGA project reveals strong preference for locally sourced, certified, and sustainably produced charcoal. Local origin increases willingness to pay by €4.20/kg. Price, forest certification, packaging (2.5kg or 5kg), and product quality significantly influence purchase decisions. 85% of consumers are influenced by packaging at point of sale. While 18.71% read all label details, 16% never read labels. Findings from choice experiments across 16 questionnaires inform market opportunities for sustainable charcoal in the Veneto region.