Consumer Willingness to Pay for Pesticide Free Tomatoes in Turkey

Willingness to pay for pesticide free tomatoes were calculated and its effects of socio-demographic and risk variables were measured. The data were obtained from 666 consumers by survey method in May 2005. The surveys are conducted in Ankara and Tokat Provinces at same time. Ordered probit model was used to determine the probability of WTP for pesticide free tomatoes. The findings showed that 34.23 % of Turkish consumers not willing to pay, are 77.02 % willing to pay less than 30 percent premium and 22.97% are willing to pay more than 30 percent premium. This is shown that Turkish consumers will accept to pay only a small premium for pesticide free tomatoes. Furthermore, gender, education, statue of mother, acknowledges of ecologic agriculture, healthy food and risk index factors are impact on willingness to pay