Pesticide residues in vegetables in northern Thailand exceed the maximum residue limits established by the European Union. Therefore, improved knowledge and behavior in reducing pesticide residues in vegetables and fruits (VF) would reduce the risk of exposure to pesticides. This study aims to investigate the contributing factors of consumers' behavior in reducing pesticide residues in VF. The differences in knowledge, attitude, and behavior in reducing pesticide residues in VF between consumers living in rural and urban communities of Chiang Mai, Thailand were also investigated. The cross-sectional study was carried out during August and October 2021 with 456 participants. Data was collected from participants using a Google form questionnaire. The results indicated that pesticide-free was the top-ranked consideration for VF purchasing. Linear regression analysis found that factors associated with consumers' behavior in reducing pesticide residues in VF were total knowledge scores (Beta (β) ± standard error (SE.) = 1.15 ± 0.18, 95%CI = 0.79, 1.51), total attitude scores (β ± SE. = 1.30 ± 0.49, 95%CI = 3.87, 10.40), having co-morbidity (β ± SE. = 3.2 ± 1.37, 95%CI = 0.52, 5.90), type of VF purchasing (β ± SE. = 1.98 ± 0.57, 95%CI = 0.85, 3.11), frequency of VF purchasing (β ± SE. = 3.81 ± 1.18, 95%CI = 1.49, 6.13), price of VF products (β ± SE. = -2.23 ± 1.13, 95%CI = -4.45, -0.02), and getting information from the broadcasting tower in the village (β ± SE. = 7.13 ± 1.66, 95%CI = 0.32, 2.27).
Keywords: behavior; consumer; food safety; fruit; pesticide; rural; urban; vegetable.