National opinion polls indicate that pesticide residues on fresh fruits and vegetables
remain an important concern of American consumers, despite a decade-long increase
in per capita consumption levels for fresh fruits and vegetables. Increased availability
of organically grown fruits and vegetables may change consumer produce purchase
behavior which is often dominated by appearance considerations. Domestic consumers
likely consider and tradeoff price, visual appearance, and health risk when buying
fresh produce. This paper uses an hedonic framework to examine price, appearance, and health
risk considerations made by Tucson, Arizona shoppers in 1994.