Vol. 128 (2015): Proceedings of the Florida State Horticultural Society
Vegetable

Willingness to Pay for Fresh Strawberry Labeled with Different Sustainable Practices and Environmental Benefits

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  • Xuqi Chen,
  • Zhifeng Gao,
  • Mickie Swisher,
  • Xin Zhao,
  • Lisa House
Xuqi Chen
University of Florida, IFAS, Food and Resource Economics Department
Zhifeng Gao
University of Florida, IFAS, Food and Resource Economics Department
Mickie Swisher
University of Florida, IFAS, Family, Youth, and Community Sciences Department
Xin Zhao
University of Florida, IFAS, Horticultural Sciences Department
Lisa House
University of Florida, IFAS, Food and Resource Economics Department

Published 2019-04-19

Abstract

Although there are a variety of government programs that encourage farmers to adopt more sustainable practices, many growers continue using conventional production methods due largely to a fear of economic losses that could result from reducing fertilizer or pesticide use. Exploring consumer willingness to pay (WTP) for fresh produce carrying labels with various sustainable practices and purported environmental benefits is one important aspect in assessing the potential for farmers to gain economic benefits from improved practices. These benefits could motivate growers to adopt more environmentally sound production techniques. Given that sustainable production practices may have different environmental benefits, understanding consumer WTP for specific benefits can help producers develop a more effective labeling system and enhance their marketing strategies.

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