Consumer pesticide concerns and the choice of fruit and vegetable markets in five low- and middle-income countries

Fruits and vegetables (FV) are critical components of nutritious and healthy diets, but there are growing concerns about food safety risks linked to their consumption. In this article, we explore consumers’ concerns about pesticide-related food safety risks and how they relate to the choice of FV outlets, using survey data from 8644 consumers in five low- and middle-income countries (LMICs). Results show that pesticide residue is the most frequently cited source of food safety concern in each country, partly due to the intensive use of synthetic pesticides in FV production. We also find that FV retail environments are dominated by traditional open-air markets, despite the rapid growth and reach of modern retail outlets (e.g., supermarkets) in LMICs. Generally, consumers pay more attention to convenience and price when making FV purchase decisions, but pesticide-related food safety concerns also influence their FV outlet choices. Regression results of the associations between pesticide concerns and choice of FV outlets are heterogeneous across countries, but we find evidence suggesting that consumers who cited concerns with pesticides are more likely to demand FV from specialist shops and avoid purchasing from street hawkers. Our findings highlight the need to address pesticide risk concerns that can undermine consumer demand for nutritious foods, such as FV. • Consumer survey data from Bangladesh, Ghana, Kenya, Pakistan and Uganda are analyzed. • Pesticide residues are the most cited source of food safety concerns among fruit and vegetable (FV) consumers. • FV retail environments are dominated by traditional open-air markets, with low use of supermarkets. • Consumers who cited concerns with pesticides are more likely to demand FV from specialist shops. • They are also more likely to avoid purchasing FV from street vendors.