AN EVALUATION OF CONSUMER PESTICIDE RESIDUE CONCERNS AND RISK INFORMATION SOURCES

Marginal probability effects of demographic variables on consumer concerns about pesticide residues were assessed as well as the likelihood of consumer beliefs given different channels of information on produce safety and risks. This was done using maximum likelihood estimation (MLE) of ordered logit models. The empirical results showed that pesticide residue concern levels appeared to be lower for more highly educated and high income households. Safety information from the academic community was found to have the highest likelihood of acceptance by consumers.