The effect of garment attributes and risk factors on adoption/purchase decisions for pesticide protective apparel

The purpose of the study was to further the research efforts of functionally designed protective apparel. Four hundred twenty-one pesticide applicators in the state of Tennessee responded to a two-part questionnaire. Attributes of innovation provided the conceptual frame work within a simulated adoption/purchase context. The relationship between product attributes, risk perception, risk-handling tactics and impact of information (cost, penetration and comfort) on adoption/ purchase intent of respondents is investigated within a consumer decision-making model (systems concept).

Six garment choices were provided. Four groups were devised on the basis of withholding information on product attributes: cost, comfort and penetration. Characteristics of respondents were further delineated by fastclus procedure resulting in the formation of three clusters. A Duncan's Multiple Range Test was employed to measure the significance of information and consumer profiles on garment choice. Jeans and chambray shirt (least preferable among garment choices) were a first preference in spite of information given except in the absence of cost information when Gore-Tex garments were preferred. Applicability to the consumer decision-making model evidenced the following findings: Cluster 1 was likely to rely on risk perception and garment attributes. Cluster 2, all dimensions and Cluster 3, risk perception and risk handling tactics in garment selection. Groups evidence little interest in innovativeness nor was there a definite pattern in their use of risk handling tactics.