Purpose: This study aimed at investigating (i) consumers’ knowledge and practices for handling fresh-cut produce, (ii) risk concerns toward fresh-cut produce, and (iii) factors influencing their WTP for improved safety attribute.
Methods: A survey instrument was designed to collect consumers’ input on their fresh-cut produce handling knowledge and practices, risk concerns of fresh-cut produce, and their WTP for improved food safety in fresh-cut produce. A total of 1,043 respondents participated in this nationwide survey. ANOVA, logistic regression, and linear regression were used for data analysis in the study.
Results: Respondents lacked knowledge of storage order (CR= 9.5%), surface cleaning (CR= 27%), and disposing of fresh-cut produce (CR= 34%). The risk concern of pesticide was significantly higher than other factors (F (6,6348) = 56.90, P<0.001). In addition, the majority (64.2%) of respondents agreed to pay a premium to enhance food safety practices. The results of logistic and linear regression indicated that risk perceptions (B=0.217, P<0.05), high income level (B= 0.591, P< 0.05), age (B= 0.477, P< 0.01), and purchasing frequency (B= 0.357, P< 0.05) increased the probability of consumers’ WTP for improved food safety attributes.
Significance: The results showed that more effective education materials related to fresh-cut produce should be developed to increase consumers’ awareness and knowledge about fresh-cut produce food safety. Also, the results encourage retail and restaurant operators to consider increasing revenue by investing in food safety.