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2. Collegiate millennials' perceptions of locally produced beef
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Oesterreicher, Shelby (author), Lundy, Lisa K. (author), Rumble, Joy (author), Telg, Ricky W. (author), and University of Florida The Ohio State University
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10157
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(4)
- Notes:
- 15 pages, via online journal article, Millennial consumers are stepping into important roles as decision makers and consumers. A knowledge and communication gap exists between cattle producers and consumers this knowledge seeking generation. This study focused on collegiate millennials' perceptions of locally produced beef. The research design was qualitative in nature using focus groups. Participants associated the beef industry and beef products with the environment, management practices, treatment of animals, human health concerns, retail, experience with the beef industry, experience with beef, and transparency. Results of this study showed participants had minimal knowledge of the industry and relatively negative perceptions of the industry and beef products. Participants were skeptical of communication materials promotion beef and expressed particular distrust toward video messages. Participants revealed a knowledge and communication gap between producers and consumers
3. Is perception reality? Improving agricultural messages by discovering how consumers perceive messages
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Irani, Tracy (author), Goodwin, Joy N. (author), and Chiarelli, Christy (author)
- Format:
- Journal article
- Publication Date:
- 2011
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 183 Document Number: D00007
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 95(3) : 21-33
4. Recruiting and retaining shareholders for community supported agriculture in Texas
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hall, Kelsey (author), Meyers, Courtney (author), Doerfert, David (author), Akers, Cindy (author), and Johnson, Phillip (author)
- Format:
- Journal article
- Publication Date:
- 2013
- Published:
- USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 190 Document Number: D02177
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 97(4) : 33-46
5. The effects of online video on consumers’ attitudes toward local food
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Qu, Shuyang (author), Rumble, Joy N. (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida Iowa State University
- Format:
- Journal article
- Publication Date:
- 2017
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 2 Document Number: D10171
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(4)
- Notes:
- 22 pages, via online journal, Marketers rate online video as their most utilized content medium. This study used a between-subject control group post-test-only experiment to investigate the effect of three local food messages delivered via online video on U.S. consumers’ attitudes toward local food. The three 30-second videos each featured one of the documented benefits of local food: high quality, support of local economy, and strengthening of social connection. Results indicated all three video treatments yielded a positive attitude toward local food, while respondents in the control group had a neutral attitude. The video treatment featuring local food’s high quality generated a significantly more favorable local food attitude than the other two video treatments. Although the social connection video treatment generated a positive attitude toward local food based on the real limits, it did not significantly differentiate from the control group. Communicators should consider using similar short, online videos for emphasizing the high quality of local food and its support of the local economy to promote local agricultural products. Future research should pair live-action or animated footage with the same messages in the video treatments to identify messages effectiveness. Researchers should also investigate why some individuals respond to local food’s benefit of social connection more readily than the others, and identify strategies to use social connection media frame to promote local food.
6. The impact of local: exploring availability and location on food buying decisions
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Gorham, Laura M. (author), Rumble, Joy N. (author), and Holt, Jessica (author)
- Format:
- Journal article
- Publication Date:
- 2015
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 141 Document Number: D06140
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 99(2) : 30-43
7. Understanding Consumer Intent to Buy Local Food: Adding Consumer Past Experience and Moral Obligation Toward Buying Local Blueberries in Florida Within the Theory of Planned Behavior
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Rumble, Joy N. (author), Holt, Jessica (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida University of George
- Format:
- Journal article
- Publication Date:
- 2018-07-02
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10167
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(2)
- Notes:
- 16 pages, via online journal, Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related behaviors. This study used an online survey completed by 1,122 respondents, from a sample frame of all consumers in Florida. The study used a non-probability sample of an opt-in panel, and weighting procedures were applied to the data to account for coverage errors associated with using a non-probability sample. The interaction of consumers’ past experience and self-identity/moral obligation was found to help explain consumers’ intention to buy locally grown blueberries when added to the Theory of Planned Behavior. The Theory of Planned Behavior was shown to predict consumers’ intention to buy locally grown blueberries; however, their intent was better explained with the inclusion of the variables of past experience and self-identity/moral obligation toward buying local blueberries. Recommendations for future research and application include future research into other variables that may impact buying behavior and inclusion of these variables in future communication efforts focused on consumers buying and engaging with local food.
8. Using video as a replacement or complement for the traditional lecture/demonstration method in agricultural training in rural Uganda
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Cal, Tian (author) and Abbott, Eric (author)
- Format:
- Journal article
- Publication Date:
- 2013
- Published:
- Uganda: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 190 Document Number: D02178
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 97(4) : 47-61
9. Voter confidence in the agricultural industry
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Israel, Glenn D. (author), Irani, Tracy A. (author), and Kaufman, Eric K. (author)
- Format:
- Journal article
- Publication Date:
- 2008
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 177 Document Number: C30479
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 92(1-2)
- Notes:
- Via online issue. 16 pages.