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The aim of this study is to investigate factors affecting consumers' willingness to pay premium prices for the pesticide-free fruit and vegetables in Marand city. A Contingent valuation survey of 394 respondents was conducted during 2010. An Ordered Logit regression model was applied to determine factors affecting consumers' willingness to pay for pesticide-free fruit and vegetables. The survey results show that only 3 percent of the respondents would not be willing to pay a premium; while about 64 percent of them would be willing to a premium between 5 and 20 percent and about 33 percent would be willing to pay more than 20 percent premium for pesticide-free fruit and vegetables. Results have revealed that factors like individual's income, environmental and health concerns besides a wholesome diet, safer shopping criteria, moreover consumer's awareness significantly increase their willingness to pay a premium for pesticide-free fruit and vegetables. Results indicate that more than 50 percent of the consumers mentioned "the nonexistence of certifications and labels", "lack of supply" while 20 percent claimed higher prices of these products as their most important problem in their purchasing process of pesticide-free fruit and vegetables. In this regards, farmers' encouragement for producing these products, appropriate advertising, and increasing awareness of consumers are suggested.

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