<P>Consumer Concern<BR>Over the Use of<BR>Pesticides<BR>to Grow Food<BR><BR>Table of Contents<BR>I EXECUTIVE SUMMARY3<BR>II INTRODUCTION 5<BR>A Background 5<BR>B Research Objectives6<BR>C Method and Sample8<BR>III DETAILED FINDINGS11<BR>1 Consumer Differences 11<BR>1.1 Overview of segmentation11<BR>1.2 Avoiders11<BR>1.3 Pragmatic 12<BR>1.4 Headline Reactives 14<BR>1.5 Discerners 15<BR>1.6 Two Key Mindsets in Relation to the Use of Pesticides to Grow<BR>Food: Mainstream and Discerner16<BR>1.6.1 Ethnic Minority and Rural Sub-groups17<BR>2 Knowledge and Understanding of Pesticides and Their Use 18<BR>2.1 Overview18<BR>2.2 Spontaneous Awareness and Knowledge18<BR>2.3 Understanding of Pesticides 19<BR>2.3.1 What are pesticides and why are they used19<BR>2.3.2 Perceptions of potential risks from pesticides 20<BR>2.3.3 Understanding of food categories affected 22<BR>2.3.4 Strategies used to overcome concern over pesticides24<BR>2.3.5 Overall Salience: Consideration of pesticides relative<BR>to other issues27<BR>3 Consumer Information Needs28<BR>3.1 Needs from ‘Authority’28<BR>3.2 Role of Assurance Schemes32<BR>3.3 Role of Retailer Schemes 34<BR>3.4 Labelling Products35<BR>3.5 Further Communication Requirements 36<BR>3.5.1 Mainstream 37<BR>3.5.2 Discerners38<BR>IV CONCLUSIONS &amp; RECOMMENDATIONS 40<BR>V APPENDIX 44<BR></P>

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