Simultaneous‐Equation Model for Estimating Consumer Risk Perceptions, Attitudes, and Willingness‐to‐Pay for Residue‐Free Produce

The study develops a theoretical model, which posits a simultaneous structure among three psychological and behavioral constructs, to analyze consumer risk perceptions, attitudes, and behavioral intentions. Results suggest that risk perceptions have a positive and significant effect on consumers' attitudes toward pesticide use, which in turn influence their risk perceptions and willingness‐to‐pay for residue‐free fresh produce and vice versa . The linkage between risk perceptions and willingness‐to‐pay, however, is not empirically significant as expected. Results suggest that education programs which address the food safety issues need to target female, black, middle‐aged, and less educated consumers.