Consumer preferences for produce grown with reduced pesticides: a choice experiment in Missouri

There have been growing concerns about exposure to chemical pesticides in fresh fruits and vegetables, which are an important part of a healthy diet. This study investigates consumer preferences for reduced pesticide, organic, local, and Missouri Grown produce using a discrete choice experiment. An online survey of fresh tomato consumers was conducted in Missouri to collect choice data, demographic information, and the individual health and environmental attitudes of shoppers. Respondents were willing to pay a premium of 6% for tomatoes produced with 50% less pesticide than conventional tomatoes. The finding indicates there may be a demand for reduced pesticide produce as a compromise between conventional and organic products in terms of price and safety. Also, we found complementary effects between the reduced pesticide attribute and local or Missouri Grown labels, which means consumers in this segment would pay more for fruits and vegetables that were also locally produced. The results suggest important implications for local producers and policy makers in terms of the production and marketing of reduced pesticide produce, such as the need to develop a reduced pesticide label.