Data was collected with questionnaire-based research carried out in Belgium, Croatia, Hungary, Italy, Poland, and Spain as part of a European project. The survey questions were designed to obtain the Willingness to pay using 2 different methodologies the discrete choice experiment and the open-end choice experiment. The survey also included questions about consumers environmental attitudes, and consumption behavior (purchase, use and recycling), to identify if them have influence on preferences towards more sustainable food products. The 3 analyzed food products were pork meat, milk and bread, all of them obtained through different agricultural production systems (circular, conventional, and organic agriculture). The sample was stratified in terms of gender and age to be representative to the average population in each country. Furthermore, respondents included in this study were those that are mainly, or in part responsible for the household food shopping. The questionnaire was translated to the languages of the countries involved in the data collection and pre-launched using a pilot sample of 50 consumers in each case study country. Finally, a total of 5,362 validated questionnaires were obtained. Data was collected online using the Qualtrics market research company, and Net panel market company for Hungary from June 2021 to January 2022.