ORIGINAL ABSTRACT

Public awareness and perception of human biomonitoring (HBM) and pesticide exposure are essential for informed decision-making and policy, yet understanding remains limited and often shaped by media and advocacy. This study combined three focus group discussions with Latvian citizens and an online content analysis of pesticide-related posts. Discussions explored understanding of HBM, attitudes toward chemical exposures, and support for related research, while content analysis identified commonly discussed pesticides and the role of non-governmental organisations (NGO) in shaping public opinion. Findings indicate low awareness and frequent misconceptions about HBM, often confused with wearable health technologies rather than a tool for assessing internal chemical exposure. Concerns were mainly linked to food additives and household chemicals, with less attention to pesticides. Glyphosate emerged as the most debated pesticide, largely driven by NGO activity and media coverage. Trust in government initiatives was mixed, with concerns about political influence, industry interests, and data privacy. Nevertheless, participants expressed strong support for further national research. Overall, the results highlight gaps in public understanding and the significant influence of media and advocacy. Strengthening risk communication, transparency, and public engagement is essential to build trust and support the development of Latvia's HBM framework.