Pesticide use in tomato production: Consumer concerns and willingness‐to‐pay

Consumer attitudes toward pesticide use and residues in fresh produce and tomatoes were assessed using personal interviews of shoppers in produce sections of retail grocery stores. The results indicated a lower frequency of concern for pesticide use than earlier studies and a belief in both personal and external effects of pesticide use indicating altruism may affect consumer purchases. Almost half of the respondents indicated a willingness‐to‐accept cosmetic defects in chemical pesticide residue‐free (CPRF) tomatoes. The majority of respondents indicated willingness‐to‐pay up to 10% more for CPRF tomatoes.