Pesticide-free produce: An analysis of consumer preference in the mid-atlantic region of the United States

The objective of this study is to predict the aspect of buyers those who are likely-to-buy pesticide-free vegetables and fruits in the mid-Atlantic region of USA. To understand the preference for pesticide-free produce, we utilized an internet survey of 1100 Mid Atlantic consumers in March 2016. Using the data from the survey, the study derived a logit model to predict the trait of those who likely-to-buy pesticide-free produce. The model resultsindicate that,participants those who: 1) consciously look for healthy food, 2) think that food advertisements play a vital role to decide their purchasing decision, 3) regularly check food labels, 4) prefer organically grown but not local produce, 5) think that organic food does not contain GMOs, 6) claim to provide backing for regional farmers and agriculture, 7) prefer to buy organic chutney/pickles, 8) prefer to purchase organic juice, and 9) prefer to buy organic wine are more like to buy pesticide free produce. Conversely, those with the education of four years’ college degree and spend a high amount on each visit for fruits and vegetables are less likely to be concerned with pesticide-free produce compared to others.