A willingness-to-purchase comparison of integrated pest management and conventional produce

Demographic characteristics which cause consumers to be more likely to purchase IPM grown produce are empirically evaluated. A willingness-to-purchase model for IPM produce is estimated along with a model that predicts which consumers strictly purchase only conventional produce. Participants with higher annual incomes were more likely to express an interest in purchasing IPM produce and also appeared less likely to strictly purchase conventional produce. The results also indicate that younger individuals, those whose frequently purchase organic produce, those who visit farmers' markets and those who live in suburban areas will all be more likely to purchase IPM grown produce. © 1998 John Wiley & Sons, Inc.