There is very little research available on public perception of agrichemicals. The conclusions reported here are derived from a small number of studies that have not been replicated. In short, this area of research is in its infancy, and more research is needed to develop valid and reliable theories, methods, and conclusions about public perceptions of agrichemicals and other agricultural technologies. Perceptions of the risks and the benefits of agrichemicals seem to influence public reaction, but there is little consensus regarding how to measure these perceptions. Consequently, it is very difficult to compare results from different studies.
Research is needed to develop appropriate methods and to generate data for comparative research.
Purchase of food seems affected by perception of agrichemicals, but methods used to link perception with purchase often are indirect or inadequate. Research is needed to improve methods and to apply them to a broadened range of foods. Although studies of public perceptions of agrichemicals inform policy, marketing, and communication decision makers, the research required in each area is unique. When this fact is recognized, research validity and analysis will improve. Public Perceptions of Agrichemicals was written by Eileen O. van Ravenswaay of the Department of Agricultural Economics, Michigan State University, East Lansing.