nformation placed there would be the most effective and bring the greatest results. At the same time, on average, population does not have particularly negative attitude towards pesticide use, as very few look for the ways to minimize the adverse affects of exposure to chemicals even though evThe research conducted in the field of awareness, attitude, and behavioral tendency measurement among rural and urban population is barely the top of the ice berg. The research findings do prove, that attitude of the population towards pesticide use is negative and that there is a need to implement educative programs for farm families. First of all, these families have the highest level of risk and, at the same time, they tend to under evaluate the danger associated with pesticide use. The research proved that population is able and willing to make rational choices and even though the average level of the degree to which people value own ability to cover the risks associated with pesticide use, they are still willing to be active participants in the situation when it comes to own responsibility for different types of risks.

The research findings would be particularly useful for those willing to implement programs that raise awareness among population and need practical data to assess the possible reaction to the message about risks associated with food purchase. As participants tend to pay particular attention at the labels on the food sold, perhaps, information placed there would be the most effective and bring the greatest results. At the same time, on average, population does not have particularly negative attitude towards pesticide use, as very few look for the ways to minimize the adverse affects of exposure to chemicals even though ev

ement educative programs for farm families. First of all, these families have the highest level of risk and, at the same time, they tend to under evaluate the danger associated with pesticide use. The research proved that population is able and willing to make rational choices and even though the average level of the degree to which people value own ability to cover the risks associated with pesticide use, they are still willing to be active participants in the situation when it comes to own responsibility for different types of risks.

The research findings would be particularly useful for those willing to implement programs that raise awareness among population and need practical data to assess the possible reaction to the message about risks associated with food purchase. As participants tend to pay particular attention at the labels on the food sold, perhaps, information placed there would be the most effective and bring the greatest results. At the same time, on average, population does not have particularly negative attitude towards pesticide use, as very few look for the ways to minimize the adverse affects of exposure to chemicals even though ev

the average level of the degree to which people value own ability to cover the risks associated with pesticide use, they are still willing to be active participants in the situation when it comes to own responsibility for different types of risks.

The research findings would be particularly useful for those willing to implement programs that raise awareness among population and need practical data to assess the possible reaction to the message about risks associated with food purchase. As participants tend to pay particular attention at the labels on the food sold, perhaps, information placed there would be the most effective and bring the greatest results. At the same time, on average, population does not have particularly negative attitude towards pesticide use, as very few look for the ways to minimize the adverse affects of exposure to chemicals even though ev

rly useful for those willing to implement programs that raise awareness among population and need practical data to assess the possible reaction to the message about risks associated with food purchase. As participants tend to pay particular attention at the labels on the food sold, perhaps, information placed there would be the most effective and bring the greatest results. At the same time, on average, population does not have particularly negative attitude towards pesticide use, as very few look for the ways to minimize the adverse affects of exposure to chemicals even though evnformation placed there would be the most effective and bring the greatest results. At the same time, on average, population does not have particularly negative attitude towards pesticide use, as very few look for the ways to minimize the adverse affects of exposure to chemicals even though everybody has a general understanding. Consequently, even though the research findings show that there a high level of disagreement, attitude of participants on practice is less negative.

Continuation of research in this field would allow gathering of effective statistical data needed to increase the level of communication about risks associated with pesticide use. As communication of such type of information might result in creating polarity in opinions of public, additional research would help to establish the required message, target audience that in the first place needs detailed explanation, and predict the outcomes. It would also increase the level of control over the situation. Even though there is little research conducted in this field at the present moment as business prefer simply to ignore the issue of customer awareness, it highly advisable to concentrate on these issues because there are also ethical issues – such as the right to choose – aside from pure health risks involved in the issue.

The findings of the research would helpful for development of effective risk messages to consumers and also would estimate the level of efforts tha