John Italia

PREDICTING WILLINGNESS-TO-PAY A PREMIUM FOR INTEGRATED PEST MANAGEMENT PRODUCE: A LOGISTIC APPROACH

Pesticide residue has repeatedly been documented as a leading source of food safety concern among consumers. While many studies have presented aggregate, descriptive illustrations of consumer response to Integrated Pest Management (IPM), consumer willingness-to-pay a premium for IPM produce and the factors that determine such willingness have received relatively little research attention. Such information is critical in the marketing of IPM produce. This study empirically evaluates the demographic characteristics that influence consumers to pay a premium for IPM grown produce. Results indicate that females, those with higher annual incomes, younger individuals, and those who frequently purchase organic produce are all more likely to pay a premium for IPM produce.

Predicting consumer risk perceptions towards pesticide residue: a logistic analysis

The growing anxiety over residues in fresh produce could result in increased demand for low input agriculture with reduced pesticide residues or decreased demand for conventional fresh produce. The objective of this study was to empirically evaluate consumer concern about pesticide residues and analyse the effect of sociodemographic factors on pesticide residue concern. The results indicate that females, households with more children, and individuals over 35 years old are more likely to have high levels of risk aversion. The result also indicated that households with higher levels of income and education exhibited lower risk aversions towards pesticide residues.