Targeting the farmer decision making process: A pathway to increased adoption of integrated weed management

The readily measured benefits of herbicides must be balanced against the risks imposed upon society, the environment, and the long-term sustainability of agricultural economies. Integrated weed management (IWM) approaches are one means to achieve this balance. The decision models of weed scientists and Ohio farmers were developed and compared to identify gaps in knowledge. The results indicate that farmers understand but do not practice IWM. The failure to adopt may be attributable to gaps in their understanding of the human role in weed dispersal, their focus on the risks associated with weeds without recognition of their ecological benefits, and the tendency to overlook risks associated with management. However, educators may also fail to promote IWM within the frame of farmers' experience and belief structure. Targeted communication efforts that address key misperceptions, and highlight the cost-effective nature of integrated approaches, may increase adoption of IWM and ultimately increase sustainability of the agro-ecosystem.