Exploring Consumers Willingness to Pay for Food Safety in Produce
Would you be willing to pay more for produce if it had food safety labeling?
Our team recently published a study that looks at consumers' willingness to pay for produce with food safety labeling, with our former graduate student Autumn Stoll as the leading author. The findings used in the article were gathered from a survey distributed by Qualtrics, which showed that although most consumers are willing to pay more for produce with a food safety labeling, they would be hesitant to pay much of a premium for that product. Older consumers also demonstrated a lower willingness to pay a higher price for produce with food safety claims. Take a look at this study to see what consumers responded about willingness to pay for food-safety labeled produce!
Featured Stories
To-Chia Ting, a postdoctoral scholar in agronomy, studies new approaches to predict plant...
The department recognized students and alumni for leadership, achievement and impact.
Farmer sentiment fell in April as concerns about rising input costs, tighter availability and...
Tam Tran, a December 2025 graduate with a major in wildlife and minor in aquatic sciences, has...
What’s good for the planet can also benefit animal welfare, livestock production and the...
Indiana corn planting progress, flooding stresses, and corn ear rot & mycotoxins