CONSUMER WILLINGNESS TO PAY FOR REDUCED PESTICIDE RESIDUES IN TOMATOES: THE TURKISH CASE
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The paper investigates the Turkish consumers' willingness to pay for a label that guarantees that pesticide residues in foods do not cause health problems. Contingent valuation survey was conducted to 1005 randomly selected households to elicit tomato purchasing behavior under alternative prices and residue scenarios. A tobit model was used to estimate a demand model. To determine the probability of purchase, a probit model was estimated.