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ARS Home » Pacific West Area » Corvallis, Oregon » Forage Seed and Cereal Research Unit » Research » Publications at this Location » Publication #427282
Research Project: Development of Superior Hops and Resilient Hop Production Systems

Location: Forage Seed and Cereal Research Unit

Title: Pacific Northwest hop growers’ attitudes and perceptions toward sustainable agriculture – a mixed methods study

Author
item LE, LENA - Washington State University
item Gent, David
item JOHNSON, JAIR - Washington State University

Submitted to: PhytoFrontiers
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 9/9/2025
Publication Date: 1/13/2026
Citation: Le, L., Gent, D.H., Johnson, J. 2026. Pacific Northwest hop growers’ attitudes and perceptions toward sustainable agriculture – a mixed methods study. PhytoFrontiers. Vol 6:117-128. https://doi.org/10.1094/PHYTOFR-06-25-0059-R.
DOI: https://doi.org/10.1094/PHYTOFR-06-25-0059-R

Interpretive Summary: The United States is a major contributor within the global market for hops. A range of management tactics are employed to manage the disease and pest complex, which at present includes pesticides to ensure crop productivity and quality. Approximately 70% of U.S. grown hops are exported to more than 60 different countries. Pesticide regulations vary by country and typically include statutory limits on pesticide residues, creating potential technical barriers to trade when these statutory limits are not harmonized. Non-chemical technological solutions to disease and pest issues in the form of modified cultural practices and use of regulation-compliant pesticide alternatives may partially mitigate technical barriers to trade due to pesticides. In this research, we conducted qualitative and quantitative assessments of growers’ perceptions of sustainable agricultural practices, their motivations and barriers to adoption different practices, and the impact of international and domestic policies on pest management practices. We find that growers’ production decisions can be explained by dual interests that address both economic viability and land stewardship priorities. We also suggest that trusted peer-to-peer learning is important for accelerating adoption of new practices.

Technical Abstract: Facing stricter regulations on pesticide use in important export markets, stakeholders in the hop industry are seeking more long-term solutions with less dependency on agrichemical application while maintaining crop quality and productivity. While research into technical solutions to prioritize pest issues is underway, it is also important to understand the social dimensions of adopting new technologies. In this exploratory sequential mixed-methods study, we examined Pacific Northwest (PNW) hop growers’ perceptions toward sustainable agriculture, and the potential motivations and barriers to adoption. The study was conducted in two phases, in-depth interviews with growers and a hop merchant followed by a quantitative survey. Both quantitative and qualitative findings showed that the dual interest framework addressing both the economic viability of the farm and land stewardship is needed to understand the growers’ behaviors. The results of this study also showed the importance of creating opportunities for a trusted peer-to-peer learning approach for the adoption of new practices.