AbstractPest prevention can play an important role in reducing pest pressure and pesticide use. Yet its adoption remains suboptimal. We develop a theoretical model to analyze the circumstances that favor or hinder the uptake of preventive measures against pests, and test the derived hypotheses using an empirical application of Swiss grapevine producers' decisions on preventive measures against Drosophila suzukii. We show that higher risk aversion hinders farmers' prevention efforts. Furthermore, lower general background risk, characterized by the use of crop insurance, decreases pest prevention. We discuss the implications for supporting policy goals of managing pest pressure and reducing pesticide use.