Consumers' Preference for Insecticide-free Pumpkins in Eastern Kansas
A survey conducted at farmers' markets in eastern Kansas showed that more consumers purchased pumpkins for jack-o-lanterns than for cooking. One to four jack-o-lantern pumpkins are purchased annually per consumer. Whether or not the pumpkins are treated with insecticides to control squash bugs and regardless of their intended use, consumers preferred U.S. no. 1 grade, which sell at the higher retail price of $0.33/kg. At least 90% of the consumers surveyed would pay 20% more than the retail price for insecticide-free pumpkins. About two-thirds of those polled would pay 30% more. Cost-benefit data indicate that the higher prices consumers would pay may not be sufficient for growers to produce insecticide-free pumpkins economically using only biological control. However, if biological control is integrated with host-plant resistance, the higher prices may be sufficient for growers to produce insecticide-free pumpkins.