Supermarket shoppers' pesticide concerns and willingness to purchase certified pesticide residue-free fresh produce

Over 300 shoppers entering supermarkets completed a questionnaire about purchasing certified pesticide residue-free (CPRF) fresh produce. One-half expressed concern about pesticide use on fresh produce. Two-thirds were willing to pay 5 to 10% higher prices to obtain CPRF fresh produce, but were unwilling to accept any cosmetic defects or insect damage. For assuring no pesticide residues, shoppers preferred certification by independent testing laboratories as opposed to promises by growers that no pesticides were used in production. A target market of white, collegeeducated, middle to higher income shoppers was identified for CPRF fresh produce.