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
Hydroponics – growing crops in nutrient-enriched water instead of soil – is a...
Sophie Low, a wildlife major with a minor in forensic science, was selected as FNR's...
Artificial intelligence (AI) is transforming the global food system — from how crops are...
The Food Safety Human Factor Lab within the Department of Food Science at Purdue University is...
Half a billion years ago, a shallow sea covered an equatorial landmass today known as Indiana and...
The Department of Animal Sciences announced its 2026 graduate student awards.