Consumers' attitude to fruit produced by using biocontrol agents and climate change mitigation practices

Concerns for potential risks related to the use of chemical pesticides have encouraged research of low impact alternatives as biocontrol agents (BCAs) and the implementation of a more environmentally sound agricultural management as the integrated pest management (IPM) and organic agriculture. A new regulation was recently implemented in the European Union (EC No 834/2007), which establishes the legal framework for all levels of production, distribution, control and labelling of organic products. Most of the European consumers are now familiar with IPM and organic products. Climate change is becoming a hot issue and mitigation practices are under discussion in agriculture, too. The level of consumers’ awareness of mitigation practices and their willingness to pay for products produced with low carbon emission is unknown. Consumers’ attitudes and preferences to fruit (apples) produced by using BCAs instead of chemical pesticides and/or climate change mitigation practices were evaluated in a choice experiment. Preference for other apple determinants such as origin, appearance and price were also considered. The survey was administered to 96 consumers in different supermarkets in Northern Italy during fall 2009. Results show that in purchase decision, origin and price are the major determinants, followed by organic production and good appearance. Using BCAs and climate change mitigation practices increased the probability of purchasing apples. However, only coefficient associated to climate change is statistically significant and respondents are willing to pay a premium price of about 0.50 Euro/kg. Moreover, results indicate that when buying apples most people have specific requirements in mind regarding method of production, origin, appearance and price, but comparing choices made by the respondents with their individually-stated minimum requirements, the majority violated them