CONSUMER RESPONSE TO INFORMATION ON INTEGRATED PEST-MANAGEMENT

Risk communication theory is used to address consumer concerns about food safely and pesticide residues. Risk perception is a function of actual hazard and "outrage " factors. If concerns are acknowledged and information is provided on how risks are being addressed, the outrage component of perception is reduced. Two 2-min videos were prepared to present information on the environmentally responsive integrated pest management (IPM) approach to farming. The video was shown to a total of 197 consumers in controlled group settings. Although about 90% of participants expressed confidence in the safety of produce grown in California and the United States, 40% said they avoided some produce items due to safety concerns. Pre- and post-attitude assessments and group discussions documented a significant change in attitudes toward food safety, farming practices, and university efforts to help farmers. This project indicates that consumer concerns are significantly reduced when their knowledge of IPM practices is increased.