Campus Units

Economics, Center for Agricultural and Rural Development, Plant Pathology and Microbiology, Statistics, Horticulture

Document Type

Article

Publication Version

Published Version

Publication Date

10-2007

Journal or Book Title

HortScience

Volume

42

Issue

6

First Page or Article ID Number

1366

Last Page

1371

Abstract

The sooty blotch and flyspeck (SBFS) disease complex causes cosmetic damage but does not affect the safety or eating quality of apples. Treatment for disease is more difficult and costly for organic producers, and consumers' willingness to pay for organic apples needs to be considered in growers' choice of production technologies. A mixed probit model was applied to survey data to evaluate consumers' willingness to buy apples. The results show consumers will pay a premium for organic production methods and for apples with low amounts of SBFS damage. Behavioral variables such as experience growing fruit significantly affect the willingness to buy apples of different damage levels. Consumers have limited tolerance of very blemished apples and trade off production technology attributes for cosmetic appearance. Better understanding of this tradeoff can improve organic producers' decisions about disease control.

Comments

This is an article from HortScience 42 (2007): 1366. Posted with permission.

Copyright Owner

American Society for Horticultural Science

Language

en

File Format

application/pdf