Exploring Consumers Willingness to Pay for Food Safety in Produce

Story by Food Safety Human Factor Lab

November 3, 2025

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!

Explore the research

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