Understanding apple growers' perspectives on the sterile insect technique for codling moth management in Virginia: Implications for adoption and outreach

Codling moth (CM) remains a major challenge for apple growers, underscoring the need for sustainable management solutions like the Sterile Insect Technique (SIT) and grower-informed outreach strategies. A 2025 survey of 76 apple growers in Virginia assessed their familiarity, perceptions, and information needs related to SIT, and factors influencing their likelihood of adopting a new CM management technique. Data were collected at four extension grower meetings and analyzed using descriptive statistics and logistic regressions. Over one-third of respondents reported increased CM damage over the past five years, and they were generally concerned about management. Compared to respondents with low concern, those with high concern were 25.32 times more likely to adopt a new management technique. Most respondents held positive attitudes toward SIT and agreed it could result in various benefits, including reduced pesticide use and reduced resistance development in pests. Respondents who perceived greater benefits toward SIT were 15.61 times more likely to have positive attitudes toward it compared to those who perceived fewer benefits. Potential barriers to adoption included uncertainty about SIT effectiveness and cost. Respondents identified grower case studies, research on SIT success rates, and information on cost-effectiveness as the most helpful information types. They preferred learning about SIT through field demonstrations and extension personnel. These results suggest growers are receptive to SIT and highlight the importance of outreach strategies that incorporate social science methods to address concerns, emphasize benefits, showcase grower experiences, promote experiential learning, leverage trusted sources, and use interpersonal communication channels to support adoption.