Pesticide risk perception as an attitudinal mediator: Exploratory research with farm managers and consumers

Pesticide use poses significant risks to human health and the environment. However, the public perception of pesticides is characterized by a number of factors, including risk perception. This study aimed to investigate the role of risk perception in two models: a) as a mediator between personal norms and pro-environmental attitudes of farm managers and b) as a mediator of trust in the purchase intention of consumers. For farmers, the Norm Activation Model was used. A mediation model explored the relationship between personal norms, risk perception, and pro-environmental attitudes. Among consumers a trust model, based on trust in food toolkit, was used. The risk perception and knowledge were examined as mediators between trust in the food system and purchase intentions. Data were collected in-person through questionnaires from 37 farm managers and 202 consumers in Brazil. Results indicate that risk perception is a critical factor influencing both farmers' and consumers' decisions. While farm managers' pro-environmental attitudes were partially mediated by risk perception, consumers' purchase intentions were primarily driven by a combination of risk perception, knowledge, and trust. These findings underscore the need for targeted interventions, including public education, regulatory enhancements, and transparent communication, to mitigate pesticide-related risks.