Address farmer perception of risk. Acknowledge emotional and political context of a risk message. Statements about potential agricultural chemical risks can fuel public fears. Farmers may not respond to risk messages because they view their own use of chemicals as “voluntary, familiar and controllable” whereas nonfarm consumers would view it as partially familiar, involuntary and uncontrollable.

Citation: Tucker, M., & Napier, T. L. (2001). Determinants of perceived agricultural chemical risk in three watershed in the Midwestern United States. Journal of Rural Studies, 17(2), 219-233.
Citation Type: Research