An Evaluation of Consumer Willingness to Pay for Organic Produce in the Northeastern U.S.

Many factors have been found to affect the willingness to pay for reduced pesticide produce and organic produce. In most cases, gender and income are among the most significant determinants. In contrast to existing research, this paper incorporates new explanatory variables into the logit framework and focuses on the northeastern U.S. The results indicate that those who read labels when purchasing food have heard about integrated pest management produce, say that quality of fresh produce affects where they shop and are more likely to pay a premium for organic produce.