Premium pricing for zero residue certification: The role of environmental concern and health consciousness in consumer preferences for eco-labels on fresh tomatoes

This study explores Italian consumers’ preferences for certified eco-labels on fresh tomatoes, with a focus on the emerging “Zero Residue” certification and its interaction with organic and integrated pest management (IPM) labels. Using a discrete choice experiment, the study investigates how health consciousness and environmental concern influence WTP for these certifications. Results show that consumers are willing to pay a premium for all certifications, with organic products commanding the highest WTP, followed by IPM and “Zero Residue.” Notably, the study finds a significant positive interaction between IPM and “Zero Residue” certifications, suggesting that consumers perceive the combination of these two attributes as a comprehensive approach to environmental sustainability and food safety. This synergy leads to a WTP comparable to that of organic products, highlighting the added value of merging environmentally friendly pest management with assurances of minimal pesticide residues. The results further indicate that “Zero Residue” certification appeals to both health- and environmentally conscious consumers, while organic and IPM certifications are primarily driven by environmental concerns. These findings provide insights for policymakers, producers, and marketers, helping align food production with evolving consumer expectations for sustainable and health-conscious products.