ABSTRACT
This chapter focuses on the marketability of agricultural biodiversity, henceforth called ‘agrobiodiversity’, by examining the relations between markets, agrobiodiversity products and consumer demand, choices and drivers of consumer behaviour. The first subsection gives an introduction to contemporary shifts in agrobiodiversity conservation and related markets trends, and underlines the potential of agrobiodiversity products to enhance livelihood security and agrobiodiversity conservation. Throughout the chapter, it will be demonstrated that there can be opportunities and obstructions at both the demand and the supply side of markets for agrobiodiversity products. To this end, the next subsection focuses on the supply side, and on linking supply and demand, while the third subsection offers an overview of consumer trends and market opportunities for agrobiodiversity products. Selected case studies from different regions of the world are presented to provide insights on the potential of market-based approaches to stimulate agrobiodiversity conservation and use while simultaneously enhancing livelihoods.
