Food safety is one of the top issues for consumers, especially with regard to pesticide usage. The Integrated Pest Management (IPM) has been receiving immense response from the consumers and producers due to its cost effectiveness and reduced risk from pesticide usage. It is expected to take a significant place and influence the agricultural reforms and environmental policy issues in the future. The paper documents the determinants of consumer demand for IPM produce. Determinants such as demographic variables and behavioral variables are used in a logit framework to examine the preference for IPM produce. A survey was conducted during 2004 at Rutgers University to collect data on the preference of New Jersey Residents for IPM produce. The results indicate, about 32% of the respondents would like to buy IPM produce. In general, small households of four or less are more willing to buy IPM produce than the larger households. This study identifies segments of population who are aware of the IPM produce and who are willing to buy IPM products.

At present, food safety is one of the top issues for consumers, especially with regard to pesticide usage. This issue naturally leads to the examination of alternative agricultural practices that reduce pesticide usage. Certified organic produce was introduced for consumers who are risk averse towards pesticide usage and its market is growing at an annual rate of about 20%. Organic produce is sold in the market at a premium price due to high production costs and low yield compared to the conventional produce. Conceptually, the Integrated Pest Management (IPM) lies between organic and conventional practices and often reduces pesticide usage without affecting the yield and quality. IPM is a sustainable approach to manage pests with a combination of biological, cultural, physical and chemical tools in a way that minimizes the economic, health and environmental risks. IPM has been receiving immense response from the consumers and producers due to its cost effectiveness and reduced risk from pesticide usage. It is expected to take a significant place and influence the agricultural reforms and environmental policy issues in future.

Several studies have documented the impact of the chemical pesticide usage on human life and environment. Significant negative impact of pesticides on farm workers and environment including ground water and wildlife was noticed (Weaver et al., 1992). Producers started using synthetic pesticides extensively after the ban of Dichloro-Diphenyl Trichloroethane (DDT) which instead of controlling the insects and diseases, increased the pest resistance over a period of time (Burn et al., 1987). As a result, farm producers have increased pesticide usage to control pests and diseases. This increases the cost of production of the produce and the selling price also goes up. About 28% of additional costs on chemicals and pesticides have been added to the New Jersey's conventional cost of production between 1985 and 1990 (Robson et al., 1995). People considered the organically grown produce as an alternative to avoid extensive usage of chemical pesticides. But it involves more manpower and cost with fewer yields and poor quality.