Plant protection practices: how do risk perception, subjective and objective knowledge influence the preference of German consumers

PurposeThe purpose of this paper is to identify which plant protection practices consumers prefer and why. The authors focused on beneficial insects, genetically modified (GM) plants, synthetic chemical pesticides, biological plant protection, mechanical-physical plant protection as well as biotechnical plant protection. The authors studied the effects of the risk perception and both subjective and objective knowledge on preference.Design/methodology/approachThe authors collected cross-sectional data from n = 1,223 people living in Germany. For this, the authors used an online panel and quoted participation after age, gender, income and region. The authors used multiple regression analyses and also explored moderation effects of knowledge on risk perception to explain participants' preferences.FindingsThe most preferred plant protection practice in the study sample was the application of beneficial insects. The authors found evidence that risk perception, as well as objective and subjective knowledge, can have a pivotal direct effect on preferences. Additionally, subjective as well as objective knowledge typically moderated the effect of risk perception, depending on the plant protection practice in focus. Overall, the authors found that levels of subjective and objective knowledge of plant protection practices were rather low among German participants.Originality/valueWhile studies on consumer preferences for GM or organic food are abundant, preferences regarding other types of common plant protection practices are hardly investigated. To tackle this research gap, the authors focused on six different and common plant protection practices and compare results.