Akgüngör S.Miran B.Abay C.2019-10-272019-10-2720010897-44380897-4438https://doi.org/10.1300/J047v12n01_05https://hdl.handle.net/11454/23152The paper investigates the Turkish consumers' willingness to pay for a label which guarantees that pesticide residues in tomatoes do not cause health problems. Tomatoes are a widely purchased food item in urban Turkey. By focusing on tomato purchases and pesticide residues only, we were able to investigate realistic consumer choices related to safety labels across a diverse set of consumers. Modified market method was used to estimate the willingness to pay for a label. To elicit tomato purchasing behaviour under alternative prices and residue scenarios, a survey was conducted with 1,005 randomly selected urban households. A tobit model was used to estimate the demand shift due to the presence of a label. To determine the variables that affect the probability of purchasing the labelled food, a probit model was estimated. The results indicate that the willingness to pay for a label is determined by the individual's perceived health risk reduction due to purchasing labelled produce. © 2001 by The Haworth Press, Inc. All rights reserved.en10.1300/J047v12n01_05info:eu-repo/semantics/closedAccessConsumer behaviourFood safetyFood safety labelsModified market methodPesticide residuesArticle12191107Q2