Public Perceptions and Willingness-to-Pay for Nanopesticides.

The usage of pesticides is deemed essential to ensure crop production for global food security. Conventional chemical pesticides have significant effects on ecosystems. Nanopesticides are increasingly considered an emerging alternative due to their higher efficiency and lower environmental impacts. However, large knowledge gaps exist in the public perceptions and willingness-to-pay (WTP) for nanopesticides. Thus, we conducted a regional survey of pesticide users and food consumers on perceptions and WTP for nanopesticides across China. We found that 97.4% pesticide users were willing to pay for nanopesticides, with a main price from 25% to 40% higher than for conventional pesticides. Experience with applying pesticides, income, familiarity with and attitude toward nanopesticides, and trust in industries were significant determinants of WTP. Although the public were not familiar with nanopesticides, they had positive attitudes toward their future development and supported labeling nanoscale ingredients on products. Pesticide users presented high trust levels in governments and industries, while 34% of food consumers neutrally or distrusted industries in selling and production. This study highlights the socioeconomic and technological aspects of nanopesticides, which could provide guidance for industries to develop market strategies and for governments to design relevant regulation policies effectively, contributing to crop yield improvement and sustainable agriculture.