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Consumer Willingness To Pay For Pesticide-Free Fresh Fruit And Vegetables In Italy

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  • Boccaletti, Stefano
  • Nardella, Michele

Abstract

The results and analysis of a survey of Italian consumers' willingness to pay (WTP) for pesticide-free fresh fruit and vegetables are presented. A consumer survey regarding WTP for organic produce was conducted in three large grocery stores in Northern Italy. From the collected data, an ordered logit analysis was constructed to identify the impacts of relevant explanatory variables on the probability of consumers' WTP for different price premiums for the produce. The results indicate that WTP is significantly and positively related to income and risk concern and negatively related to education.

Suggested Citation

  • Boccaletti, Stefano & Nardella, Michele, 2000. "Consumer Willingness To Pay For Pesticide-Free Fresh Fruit And Vegetables In Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(3), pages 1-14.
    • Handle: RePEc:ags:ifaamr:34487
    DOI: 10.22004/ag.econ.34487
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    References listed on IDEAS

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    3. Fox, John A. & Shogren, J. & Hayes, Dermot J. & Kliebenstein, James, 1995. "Experimental Auctions to Measure Willingness to Pay for Food Safety," Staff General Research Papers Archive 5343, Iowa State University, Department of Economics.
    4. Tsu‐Tan Fu & Jin‐Tan Liu & James K. Hammitt, 1999. "Consumer Willingness to Pay for Low‐Pesticide Fresh Produce in Taiwan," Journal of Agricultural Economics, Wiley Blackwell, vol. 50(2), pages 220-233, May.
    5. Caswell, Julie A., 1998. "Valuing the benefits and costs of improved food safety and nutrition," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 42(4), pages 1-16.
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