Pesticide residue concerns and shopping location likelihood

Pesticide residues are one component of the larger food safety issue. Levels of pesticide residue concern are increased by concerns not only with perceived risks associated with conventional produce, but also with issues such as safety, nutritional value, environmental effects, and need for increased societal control of the food supply. Concern for pesticide residues and importance of healthfulness in the food purchase decision resulted in increases in the probability that consumers would shop at a supermarket that offered pesticide-residue free produce, even at higher prices. However, price had a significantly negative effect on the probability and price is usually a sensitive issue with most supermarkets.