Unlocking consumer preferences: Estimating the willingness to pay for integrated pest management practices

Abstract

Pesticides boost agricultural yields but bring environmental and climate concerns, driving a cycle of increased use. Integrated Pest Management (IPM) aims to lower pesticide reliance, yet it may impact ecosystems. This study examines consumer willingness to pay (WTP) for IPM-labeled fruits and the role of climate awareness. A survey of blueberry and cherry buyers shows the highest WTP for biocontrol over other IPM methods. After a climate intervention, WTP increased for all labels. Latent class analysis reveals three groups: pro-biocontrol, price-conscious, and pro-gene editing. These insights guide marketing, policymaking, and education on IPM's benefits and climate impact mitigation.