Very little information is available about consumer preferences for organically grown fresh fruit and vegetables in the Maritimes region of Canada. This study was conducted across two locations in eastern New Brunswick to examine consumer willingness-to-pay a premium to purchase organic fresh fruit and vegetables with environmental and health attributes. Willingness-to-pay the premium was modeled as a function of a series of demographic, socio-economic and knowledge variables, plus degrees of awareness concerning the environment, and risk attitudes. Results suggest that when making food choices, although the environment may be regarded as important, ultimately consumers in eastern New Brunswick prioritize their health over the environment. Moreover, the more income households earn, and the more consumers perceive a potential negative impact on health from pesticides usage, the more likely they would be willing to pay a premium for fresh organic produce.


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