Fresh Tomato Consumption Survey -Draft 1

Hello:

You are invited to participate in our Fresh Tomato Consumption Survey. In this survey, people will be asked to respond to questions about tomato consumption behavior. It will take no more than 10 minutes to complete the questionnaire.

Your participation in this study is completely voluntary. There are no foreseeable risks associated with this project. However, if you feel uncomfortable answering any questions, you can withdraw from the survey at any point. It is very important for us to learn your opinions.

Your survey responses will be strictly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential. If you have questions at any time about the survey or the procedures, you may contact us at the phone number or email address specified below.

Thank you very much for your time and support. Please start with the survey now by checking the I Agree box and clicking on the Continue button below.

George W. Norton
Department of Agricultural and Applied Economics
205B Hutcheson Hall
Virginia Polytechnic Institute and State University
Blacksburg, VA 24061-0401
Phone: (540) 231-7731
E-mail: [email protected]

Jianfeng Gao
Department of Agricultural and Applied Economics
319A Hutcheson Hall
Virginia Polytechnic Institute and State University
Blacksburg, VA 24061-0401
Phone: (540) 553-1863
E-mail: [email protected]

I Agree

Attitude and Perception

2. How much do you agree with the following statement?

Choices of Tomato Types

The production of tomatoes may involve applications of synthetic-chemical fertilizers and pesticides, resulting in potential risks to human health, aquatic species (such as fish, shell fish, plants), birds (such as ducks, eagles, sparrows), and other animals (such as deer, raccoons, bears, dogs). Currently, the production of non-organic tomatoes results in 197 pounds of chemical fertilizer and 27 pounds of chemical pesticides per acre, whereas the production of organic tomatoes brings nearly no chemical fertilizer and pesticides.

Now suppose you are shopping for greenhouse vine-rippened tomatoes

in a grocery store, and you are facing the following three types of tomatoes. They differ in price and total amount of chemical fertilizer and pesticides applied in their production, and other characteristics are the same. Based on this information, please answer questions 4-7 in the next four pages.

Please try to make your choices as if you would be required to pay the price associated with the type of tomatoes. If the three types you are given are not appealing, please select not to purchase any type.

I Understand

4. Which type of vine-rippened tomato would you choose to buy (check only one)? Please keep in mind that the types differ only in price and the total amount of chemical fertilizer or pesticides applied in their production.

Characteristics	Type 1	Type 2	Type 3	No Purchase
Chemical Fertilizer (lb/acre/year)	66	131	0	If these are the only choices available in my preferred grocery store, I would not purchase any of them.
Chemical Pesticide (lb/acre/year)	0	18	18
Price ($/lb)	2.62	1.94	3.31

	Type 1	Type 2	Type 3	No Purchase
* I would choose

5. Which type of vine-rippened tomatoes would you choose to buy (check only one)? Please keep in mind that the types differ only in price and the total amount of chemical fertilizer or pesticides applied in their production.

Characteristics	Type 1	Type 2	Type 3	No Purchase
Chemical Fertilizer (lb/acre/year)	0	66	66	If these are the only choices available in my preferred grocery store, I would not purchase any of them.
Chemical Pesticide (lb/acre/year)	9	9	0
Price ($/lb)	2.62	1.94	2.62

	Type 1	Type 2	Type 3	No Purchase
* I would choose

6. Which type of vine-rippened tomatoes would you choose to buy (check only one)? Please keep in mind that the types differ only in price and the total amount of chemical fertilizer or pesticides applied in their production.

Characteristics	Type 1	Type 2	Type 3	No Purchase
Chemical Fertilizer (lb/acre/year)	197	197	131	If these are the only choices available in my preferred grocery store, I would not purchase any of them.
Chemical Pesticide (lb/acre/year)	9	0	27
Price ($/lb)	3.31	3.99	3.99

	Type 1	Type 2	Type 3	No Purchase
* I would choose

7. Which type of vine-rippened tomatoes would you choose to buy (check only one)? Please keep in mind that the types differ only in price and the total amount of chemical fertilizer or pesticides applied in their production.

Characteristics	Type 1	Type 2	Type 3	No Purchase
Chemical Fertilizer (lb/acre/year)	0	66	197	If these are the only choices available in my preferred grocery store, I would not purchase any of them.
Chemical Pesticide (lb/acre/year)	0	27	27
Price ($/lb)	3.99	3.31	1.94

	Type 1	Type 2	Type 3	No Purchase
* I would choose

Expenditures on Tomatoes

* 8. Approximately how much money does your family spend on non-organic tomatoes in a typical month? $:

* How many pounds of non-organic tomatoes does your family consume in a typical month? If your family did not buy non-organic tomatoes, put 0 in both boxes. Pounds:

* 9. Approximately how much money does your family spend on organic tomatoes in a typical month? $:

* How many pounds of organic tomatoes does your family consume in a typical month? If your family did not buy organic tomatoes, put 0 in both boxes. Pounds:

* 10. What is the maximum price premium you are willing to pay for organic tomatoes over non-organic tomatoes? Please give either the dollar value or percentage. $/lb:

or %:

* 12. In what year were your born?

13 (first year of college)

17 (first year of graduate school)

* 14. Where are you living? Please specify your county:

* and state:

Single (Never married)

Domestic partnership

Prefer not to answer

* 16. How many people are there in your family?

* 17. How many kids under 12 are there in your family?

American Indian or Alaska Native

Black or African American

Native Hawaiian or Other Pacific Islander

Unemployed but looking for work

Prefer not to answer