摘要：The results and analysis of a survey of Italian consumers' willingness to pay (WTP) for pesticide-free fresh fruit and vegetables are presented. A consumer survey regarding WTP for organic producewas conducted in three large grocery stores in Northern Italy. From the collected data, an ordered logitanalysis was constructed to identify the impacts of relevant explanatory variables on the probabilityof consumers' WTP for different price premiums for the produce. The results indicate that WTP issignificantly and positively related to income and risk concern and negatively related to education.. 2001 Elsevier Science Inc. All rights reserved.
