Consumer Response To IPM-Grown Produce

Authors

Ramu Govindasamy, Rutgers UniversityFollow
John Italia, Rutgers University
Daymon Thatch, Rutgers University
Adesoji Adelaja, Rutgers University

Volume

36

Issue

4

Abstract

A survey instrument was used by faculty members of Rutgers Cooperative Extension to determine likely consumer response to Integrated Pest Management (IPM) Produce. The objectives of the study were to document consumer willingness-to-purchase and willingness-to-pay for IPM grown-produce as well as existing knowledge of IPM. While awareness of IPM was low, over 71 percent of participants indicated that they would purchase IPM labeled produce. Only 12 percent indicated that they would be unwilling to pay a premium to obtain IPM-grown produce. Willingness-to-purchase IPM produce was found to increase with income and decrease with age. Females and higher earning households were among the most likely to pay a premium to obtain IPM produce.

Recommended Citation

Govindasamy, R., Italia, J., Thatch, D., & Adelaja, A. (1998). Consumer Response To IPM-Grown Produce. The Journal of Extension, 36(4), Article 9. https://open.clemson.edu/joe/vol36/iss4/9