| Considerable risks are involved in the transition from conventional to alternative agricultural practices. This is particularly true for fruit growers who face a substantial dilemma based on the notion that a marketable crop is one that supports high yield, at low cost, while maintaining a superior cosmetic appearance free of insect damage, blemishes and chemical residues. To explore growers' attitude-behavior construct of agrichemical use, a purposeful sample of apple, tart cherry and blueberry growers was selected. Using multiple regression it was found that growers who are willing to accept more financial risk adopt more pesticide reducing techniques. Growers' perceptions of environmental risk influenced their adoption of alternative practices, but not significantly, while their perceptions of personal risk had little or no effect. These results were supported by follow-up face-to-face interviews. Understanding these results may make it possible to formulate more effective policies for reducing pesticide use in the future. |
