Eating Locally and Eating Well: Why Not? Evidence of Demand for Locally Certified Pesticide-Free Tomatoes in Martinique

This article explores the expectations of Martinicans regarding local production of pesticide-free tomatoes, based on a consumer survey. It highlights concerns related to the development of environmentally friendly agriculture, the preservation of public health, and food self-sufficiency, which reflect the population's priorities in a changing agricultural and ecological context. Is mobilized in it the Contingent Valuation Method (CVM) to assess the willingness to pay a premium for pesticide-free local tomatoes. It offers a constructed market. The questionnaire, distributed online and by email in Martinique, explores three hypothetical scenarios: on local and imported tomatoes with or without pesticides. 513 people responded to the survey. This methodology permits us to identify the social, economic, and environmental determinants of Martinicans' willingness to pay. The determinants include socio-demographic characteristics and individual behaviors (frequency of tomato consumption and cooking frequency), as well as individual perceptions, such as the influence of price, selling location, and quality. The results show a strong preference for pesticide-free tomatoes, particularly among affluent social categories. They show that income and prices influence access to local pesticide-free tomatoes. A large part of the population expresses a strong interest in these products, but the expansion of consumption of local organic tomatoes depends mainly on prices and income level. This context could lead to a change in production patterns and a readjustment of the economic paradigm, in response to growing aspirations for certified local production. Although higher prices for organic local products may limit their accessibility for a large part of the population, a significant increase in certified pesticide-free local production seems possible, supported by the willingness to pay a higher price. The results underscore the potentialities of a new paradigm. The adoption of purchasing behaviors in favor of these organic and local products strongly depends on the adaptation of agricultural practices. Public support could facilitate this transition, making local production without pesticides more accessible. To realize purchasing intentions, a collaboration between citizens, local producers, and public institutions would be crucial. This study could serve as a model for similar research in other regions, to analyze the prospects of certified pesticide-free production.