Product Liability Risk Perceptions in Tennessee Fruit and Vegetable Marketing

This study focuses on the evaluation of factors affecting producer perceptions of product liability risk in fruit and vegetable marketing in Tennessee. Factors influencing fruit and vegetable producer perceptions are evaluated using probit and semin-nonparametric probit regressions. Results suggested that perceptions of product liability risk are associated with producer age, farm size, whether a farmer produces lettuce or cantaloupes for sale, and number of farms harvesting vegetables for fresh market in the county where the farm operation is located. These findings should help Extension educators and policy makers better understand fruit and vegetable producers’ information needs regarding product liability risk.