The Influences of consumer attitudes and perceptions about pesticides and produce quality on technology transfer

Consumers have expressed concern about the human health and environmentalconsequences resulting from the use of agrichemicals by growers to produce food. Thispaper reports the results of a 1995 survey of consumer attitudes and perceptions aboutpesticides and fresh fruit and vegetable quality. While there is widespread concern about thehuman health hazards presented by pesticide residues in food at the time of consumption, thissurvey population reports greater consumer concern about environmental contamination fromagrichemical use. Once familiar with the process of Integrated Pest Management (IPM), therespondents of this survey indicate they would prefer to purchase fruits and vegetables grownwith IPM practices, would accept blemished fruits and vegetables in exchange for reducedchemical applications and would pay more for fruits and vegetables grown with fewerchemical applications.Additionally, the results of a partnership between local growers, a food retailer anda land-grant university with the goal of encouraging local growers to adopt IPM practices infresh market production are presented. Results of an informal survey conducted in 1995 ata local grocery store document strong support for IPM once consumers understand theattributes of IPM. Recommendations for an IPM education program for employees andconsumers are given.