Food Safety Concerns of Consumers: A Case Study of Pesticide Residues on Vegetables in Delhi

The study has examined the consumers’ concerns regarding the presence of chemical pesticide residues on vegetables marketed in Delhi, their willingness to pay a higher amount for pesticide-residue safe vegetables and factors that affect their willingness to pay. The consumer survey has indicated that more than two-thirds of the consumers believe that fresh vegetables contain pesticide residues, and close to 80 per cent apprehend that the pesticide residues would have serious health implications. Using principal component analysis, the study has identified three dimensions of consumers’ perception: (i) implications of pesticide residues and better ways of pesticide application; (ii) essentiality of pesticide application for vegetable production and price impacts; and (iii) ethical standing on pesticide application. The perception of a general consumer was that pesticide application is essential for profitable vegetable cultivation, and vegetables produced without pesticide would be costlier. The study has found that about 85 per cent of the consumers are willing to pay more for residue-safe vegetables and the important determinants of WTP were perception regarding presence of pesticide residues, its health implications, and economic status of the consumers.