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

Featured Stories

Purdue College of Agriculture Food Science.

Cheese Products Recalled Due to Possible E. Coli Contamination

On October 25, 2025, Peterson Company announced a recall of a variety of cheese products. This...

Black and grey dog sitting in a pile of leaves, wearing an orange harness and Halloween bandana.

Tips to keep your pets safe this Halloween

As Halloween approaches, don’t forget about your furry friends and how the excitement of...

Finding community and purpose in plant science

For Kit Mount, a sophomore from Carmel, Indiana, choosing a college major wasn’t easy at...

Entomology at Homecoming 2025

A brief appreciation post for support shown at the Ag tent at Purdue's 2025 Homecoming weekend.

Unfinished P statue on the Purdue campus in the fall

FNR Personnel Earn National Awards, Recognition

Several FNR affiliated individuals garnered national attention for their research, teaching and...

Josh Widhalm appointed director of Purdue Center for Plant Biology

Josh Widhalm, associate professor of horticulture and landscape architecture (HLA), has been...