Hammitt J K
RAND Corporation, Santa Monica, California 90406-2138.
Risk Anal. 1990 Sep;10(3):367-74. doi: 10.1111/j.1539-6924.1990.tb00519.x.
Consumer choice between organically (without pesticides) and conventionally grown produce is examined. Exploratory focus-group discussions and questionnaires (N = 43) suggest that individuals who purchase organically grown produce believe it is substantially less hazardous than the conventional alternative and are willing to pay significant premiums to obtain it (a median 50% above the cost of conventional produce). The value of risk reduction implied by this incremental willingness to pay is not high relative to estimates for other risks, since the perceived risk reduction is relatively large. Organic-produce consumers also appear more likely than conventional-produce consumers to mitigate other ingestion-related risks (e.g., contaminated drinking water) but less likely to use automobile seatbelts.
研究了消费者在有机种植（无农药）农产品和传统种植农产品之间的选择。探索性焦点小组讨论和问卷调查（N = 43）表明，购买有机种植农产品的个人认为其危害远低于传统替代品，并愿意支付高额溢价来购买（中位数比传统农产品成本高50%）。相对于其他风险的估计值而言，这种额外支付意愿所隐含的降低风险的价值并不高，因为感知到的风险降低幅度相对较大。与购买传统农产品的消费者相比，购买有机农产品的消费者似乎也更有可能降低其他与摄入相关的风险（如受污染的饮用水），但使用汽车安全带的可能性较小。
