Unlocking consumer preferences: Estimating the willingness to pay for integrated pest management practices

Abstract Pesticides boost agricultural yields but bring environmental and climate concerns, driving a cycle of increased use. Integrated Pest Management (IPM) aims to lower pesticide reliance, yet it may impact ecosystems. This study examines consumer willingness to pay (WTP) for IPM‐labeled fruits and the role of climate awareness. A survey of blueberry and cherry buyers shows the highest WTP for biocontrol over other IPM methods. After a climate intervention, WTP increased for all labels. Latent class analysis reveals three groups: pro‐biocontrol, price‐conscious, and pro‐gene editing. These insights guide marketing, policymaking, and education on IPM's benefits and climate impact mitigation.