Consumer Willingness to Pay (WTP) for Pesticide-Free Vegetables in Palakkad District of Kerala, India

Aims: To find the Willingness To Pay (WTP) for pesticide-free vegetables by the consumers of Palakkad district in Kerala and the factors influencing the decision.

Place and Duration of Study: The study was conducted in the Palakkad district of Kerala, between March 2022 and December 2022.

Methodology: A sample of 80 consumers spread across the district was randomly selected. The factors influencing the WTP behaviour of the consumers were analysed using a logistic regression model with WTP as the dependent variable and annual income, awareness regarding the presence of pesticide residues, education, food habit, and type of market as exogenous variables.

Results: Out of 80 respondents, 54 of them (67.50 %) expressed their WTP for pesticide-free vegetables. The logit model analysis indicated the annual income of the consumers, education level and awareness of the respondents regarding the presence of pesticide residues were significantly influencing the WTP decision.

Conclusion: The positive responses from consumers towards pesticide-free vegetables could be used as a driving force for farmers to produce and market the same in the study area if they ensure proper marketing focused on awareness promoting programmes on pesticide residues and by establishing the authenticity of the produce's origin.