Evaluation of different instruments for signalling the reduction of pesticides, survey of the literature about the role of extrinsic cues which include the pesticide reduction in their production requirements for improving the WTP

This deliverable presented a literature review about the role of extrinsic cues for the pesticide reduction. The results of one experimental market focused on consumers’ willingness to pay for apples with different labels (public and private labels) that signalling the reduction of pesticides were presented. We showed that the most valuated cues for pesticide reduction is organic label. In Portugal, the premium for organic is 96.4% and for France is 72.5%. IPM certifications have also a high premium. However, producer’s guarantee is more credible than retailer’s. Moreover, we noted that sensory information may have a strong impact which should not be overlooked.