Consumers’ Knowledge and Perceptions of Alternative Agricultural Systems: Survey Results. P R. D. Williams, J. K. Hammitt, and G. M. Gray, Harvard Center for Risk Analysis, Harvard School of Public Health, Boston, MA 02115
The popularity of non-conventionally grown (e.g., organic) foods is evident by industry growth rates, increasing federal regulation and consumer demands. Pesticide residues remain one of consumers’ most important food safety concerns, and fresh produce buyers are often willing to pay substantially higher prices for organic foods than their conventional substitutes. Although past research addressed consumers’ judgments of hazards from pesticide food residues and their desire to reduce personal health risks, little information is available on public knowledge of alternative farming practices or how consumers value farm worker and environmental risks. In particular, data are lacking on the sources of consumers’ food safety concerns and issues related to non-synthetic pesticides, natural toxins and microbial pathogens in food. We survey conventional and organic fresh produce buyers to explore their knowledge, attitudes, perceptions and values. Survey results illustrate not only how individuals think about and value food safety issues, but also whether consumers are informed about the full range of agricultural consequences when making food purchasing decisions. This information is important for public education and research efforts and in decision-making contexts that incorporate public values.
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