Consumer Attitudes on Pesticide Treatment Histories of Fresh Produce

Consumer attitudes were examined in supermarkets and farmer's markets in Oklahoma and Texas. Consumers were asked purchasing preference for cabbage and sweet corn selected from insecticide management levels including: (1) conventional, (2) reduced input, (3) organic insecticides, and (4) no insecticide inputs. Consumers initially selected the conventionally produced cabbage and sweet corn. After being presented with treatment histories, the majority of the consumers chose no input or reduced input treatments. Over 70% of consumers were concerned or very concerned with pesticide residues and were willing to pay over 10% premium for pesticide residue-freeproduce. Females were more concerned than males. In farmers' markets, higher income consumers were more concerned than lower income consumers. When asked to rate importance in buying, supermarket consumers rated appearance greater than other factors and farmers' market consumers rated appearance and insect damage greater than pesticide residues and cost. Results indicate consumers are interested in production histories and may be willing to pay a premium for residue-free produce or known pesticide history produce.