THE IMPORTANCE OF PESTICIDE RESIDUE IN VEGETABLES FOR CONSUMERS IN THE UNITED STATES AND GERMANY
Chemicals used in fresh vegetable production leave residue. Although the typical residue amount is below allowable limits, producers must recognize consumer preference for less residue. Atlanta and Berlin consumer surveys showed difference in opinions about chemical residue in fresh vegetables, need for government testing, impact of residue on amount of consumed vegetables, and willingness to pay for vegetables with less residue. In general, Atlanta residents were more likely to agree about certifying vegetables as containing only allowable residue amount, while Berlin consumers were more willing to pay for government testing and vegetables with less residue. Two equations were estimated to identify factors influencing the preference for less residue. Respondents with higher incomes showed less preference for less chemical residue; similar preferences were demonstrated by older and single Berlin respondents. Growing vegetables with less chemical use offers opportunity to market fresh vegetables differentiating them from vegetables produced using traditional practices, especially given the willingness of overseas consumers to pay higher prices for vegetables with less residue.