| Abstract: | This study investigated consumer awareness of integrated pest management (IPM) and the effects of two marketing strategies. Specific objectives were to find whether eastern Massachusetts farmstand and farmers' market customers purchasing sweet corn care how their food is grown, whether they are aware of IPM, whether they would prefer to buy IPM-certified sweet corn and why, and whether the marketing methods presently available to IPM-certified growers can enhance awareness of IPM. In 1993, the Massachusetts Department of Food and Agriculture in collaboration with the IPM Program at the University of Massachusetts began a pilot IPM certification program for sweet corn and strawberries, designated ‘Partners with Nature’ (PWN). This study compared a ‘passive’ and ‘active’ PWN marketing strategy with a control that did not have any PWN publicity. The passive strategy was simply display of a PWN certificate and poster. The active strategy also included newspaper advertisements, clear labeling of corn as IPM-certified at the point of selection, a PWN sticker placed on bags of corn at payment, personally thanking customers for ‘buying our IPM-certified sweet corn’, and IPM brochures available to customers. Thirty purchasers of IPM-grown corn were interviewed at each of six farmstands and six farmers' markets.The dominant reason why customers patronize farmstands and farmers' markets was convenience. As found by other northeastern surveys, awareness of IPM was low: only 19% had heard of IPM before the survey, and only 38% of these could mention a specific method used in IPM. Although 45% of the respondents initially said that they did not care how their food is grown, 85% said that they would prefer to buy IPM-certified sweet corn after hearing a short definition. The definition gave only environmental benefits, but 74% of the customers preferring IPM-certified corn said they would buy it because it is safer or healthier. Most of the respondents claimed that they would be willing to pay 10% more for IPM-certified corn. Simply displaying an IPM poster had no significant results on consumer preference for IPM-grown produce, but active marketing significantly raised awareness of IPM and the PWN program.This study demonstrated the willingness of customers to support IPM because they believe it will have positive consequences for human health and environmental quality. It is concluded that sweet corn marketing based on IPM certification positively influenced consumer reactions to IPM; and a more extensive, diverse marketing strategy would enhance consumer awareness and support. |
