Premium
Consumer Reaction to a Risk/Benefit/Option Message about Agricultural Chemicals in the Food Supply
Author(s) -
CHIPMAN HELEN,
KENDALL PATRICIA,
AULD GARRY,
SLATER MICHAEL,
KEEFE THOMAS
Publication year - 1995
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1995.tb00043.x
Subject(s) - agriculture , business , consumer confidence index , food supply , risk assessment , pesticide residue , marketing , agricultural science , risk analysis (engineering) , pesticide , agricultural economics , economics , environmental science , ecology , agronomy , management , biology
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.