CONSUMER REACTION TO A RISK-BENEFIT OPTION MESSAGE ABOUT AGRICULTURAL CHEMICALS IN THE FOOD-SUPPLY

Audience segmentation and focus group methods were used to evaluate consumer reactions to a risk/benefit/option message about agricultural chemicals in the food supply, The approach was well-received and showed potential for raising consumers' concerns regarding health and environmental risks associated with pesticides, along with confidence in their ability to minimize exposure to residues. Concern and confidence increased most among consumers who already were concerned and who were most removed from agriculture.