There needs to be support, not pressure for either choice. In America drugs are the norm and women get pressured from those who used painkillers and liked them, to do the same. We're taught to fear the pain and that the epidural's a miracle cure. TV shows, movies, and our friends make jokes of it. We're taught to expect unbearable pain. Plus induction, augmentation, and not being allowed to move for fear of messing up the monitor can make things VERY painful. Common poor posture causing less than optimal fetal positioning might be a part of it.
And for many women, even an otherwise calm, supported, free to use comfort measures kind of labor can get pretty darn painful anyway and it's a good thing for them drugs are an option, and that they will just join the norm if they get them. Personally I *really* suffered for a few hours of my 1st labor, and maybe over an hour of my 2nd (delerious, my vision went so blurry I was blinded, strings of cussing when that's not me, lots of bad stuff!), but was glad to avoid the needles and medications anyway because I feared them worse than what I was going through. But not everybody feels that way.
I wish the norm was thoroughly learning comfort measures and being used to birth being normal, being allowed to be calm and comfortable at the birthplace, and then if things got unusually bad anyway and mom chose to then using the drugs. And for a lot of first time moms and repeat moms who were dissatisfied with first births, this is sort of the common idea nowadays from what I hear average pregnant women saying. But...then their friends tell them "trust the doctor, you need that drug, you're pushing watermelon out a hole the size of..." or whatever. So there's pressure.