Consumer Willingness to Pay for Low‐Pesticide Fresh Produce in Taiwan
通过面对面访谈台湾已婚女性，估计了消费者为减少蔬菜中农药残留致癌风险而愿意支付的额外价格，发现支付意愿与风险降低幅度相关但不成比例。
Willingness to pay (WTP) for reductions in health risk associated with consuming pesticide residues on vegetables are estimated using the contingent valuation method with in‐person interviews of married females in Taiwan. Estimated median WTP for 25 per cent, 50 per cent and 90 per cent reductions in the risk of developing cancer from consuming pesticide residues on a popular Taiwanese vegetable, bok choy, are estimated as 46 per cent, 56 per cent and 75 per cent of the current price of bok choy, respectively. WTP is significantly related to the scope or magnitude of the risk reduction, although it varies less than proportionately to the risk increment. WTP is also significantly related to measures of consumer preferences for health.