Via online journal., Creating unique stories through storytelling as a way to stage extraordinary experiences has become increasingly important in the tourism industry, particularly in experience-based activities such as farm tourism. However, limited resources and the lack of knowledge of the experiencescape suggest that many farm tourism operators struggle to integrate the experiencescape as part of storytelling. The research method chosen was an explorative study with the use of semi-structured in-depth interviews with key farm tourism operators in the Inland region in Norway. How stories and concepts are created is dependent on the resources available, the perception of authenticity, the history of the farm as well as the environment. Storytelling can be facilitated through tangible elements in the experiencescape such as the physical environment as well as intangible elements including the interaction and dynamics between the host and guest. The farmer or the person telling the story also need to possess certain skills, engagement, and interest in order to be committed to deliver the story or the concept. Essentially, the farmer becomes a part of the product and the experience.
15 pages., Article #: 1277838, via online journal., Commercial channels can be non-conventional networks for disseminating agricultural information, especially if farmers are willing to pay for a DVD with
learning videos. Using purposive sampling, we selected retailer and involved them
in selling videos compiled in a DVD. Inside the jacket of DVD, we pasted a sticker
listing a phone number that buyers or video viewers could call for further questions.
We interviewed 341 of the buyers who called that number. After the phone interviews, snowball sampling was used to select 180 farmers for face-to-face interviews
in order to validate the information collected during the telephone interviews and
to understand the behavioural changes triggered by watching the videos. Within
four months of first distributing DVDs to retailers, 80% of the 700 DVDs were sold.
Distributing videos through commercial channels gives a fair chance to everyone to
learn, since the DVDs were sold on the open market at an affordable price. About
84% of the DVDs were sold at 1 USD, suggesting that all of the respondents were
willing to pay for learning DVDs; 86% of respondents said they now spent less
money on pesticides after watching the videos. Private sector actors can become
“new extensionists” and distribute agricultural information to rural populations.
11 pages., via online journal., The World Health Organization estimates that up to 30% of individuals in developed countries become ill from food or water each year. Up to 70% of these illnesses are estimated to be linked to food prepared at foodservice establishments. Consumer confidence in the safety of food prepared in restaurants is fragile, varying significantly from year to year, with many consumers attributing foodborne illness to foodservice. One of the key drivers of restaurant choice is consumer perception of the hygiene of a restaurant. Restaurant hygiene information is something consumers desire, and when available, may use to make dining decisions.
32 pages., via online journal., The phrase in the title is not mine. I am borrowing it here from syndicated
columnist and cowboy poet Baxter Black, who borrowed the title of one
of his own columns “Growth of Agricultural Ignorance” from the editor of
the Delmarva Farmer (a weekly agricultural publication serving the Delaware,
Maryland, and Virginia region). In many ways I agree with the term, and
believe it is accurate in part to describe American society in the late twentieth
century and into the twenty-first. Thus, I would like to take this opportunity
to discuss some trends in American agriculture, and for that matter, agricultural history, and some concerns that I have about them. Not all the trends are bad, of course, and perhaps in some ways, at least, American society is less agriculturally ignorant than Black and others suggest.
9 pages., Via online journal., Lack of trust is thought to be one of the most significant barriers to the consumption of organic foods, which is an important dimension of sustainable behaviour. Building trust in organic foods is the central objective of this paper. Based on information processing models focusing on what message to transmit and how, and on the premise that to improve trust, two different dimensions (functionality and authenticity) must be managed simultaneously, this paper analyzes the comparative effectiveness of different combinations of message arguments, forms of appeal and sources on consumer trust. To this end, an experiment was designed with a total of 800 participants, in which 36 different treatments were tested. The results show strong interactions between the three variables considered and suggest that the most effective combinations for building trust are: the health argument put across by an expert, the authenticity argument transmitted by a producers’ union, the elitist argument made by an expert and lastly, the social argument transmitted by a public authority, using an emotional form of appeal in all four cases. These results serve to complete the previous literature on the subject, in which communication activities are recommended but the questions of what to say, how to say it and who should say it are not specifically addressed.
14 pages., via online journal., Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand the underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value barrier shared a negative association with purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have a direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on the level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.
Parks, Courtney A. (author), Jaskiewicz, Lara J. (author), Dombrowski, Rachael D. (author), Frick, Hollyanne E. (author), Hortman, Sarah B. (author), Trumbull, Elissa (author), Hesterman, Oran B. (author), and Yaroch, Amy L. (author)
Format:
Online journal article
Publication Date:
2018-04-27
Published:
USA: SAGE Journals
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 11 Document Number: D10342
7 pages., Via online journal., To characterize participants of a statewide healthy food incentive program in terms of shopping behaviors, surveys were collected at farmers markets (N = 436) and grocery stores (N = 131). Farmers market and grocery store respondents were mostly forty-five to fifty-four years old (21 percent to 24 percent) and female (72 to 82 percent). Grocery store respondents were more diverse. Farmers market participants were more likely to be female (p = .011), not have children (p = .006), and traveled further compared to grocery store participants. As healthy food incentive programs expand, participant characteristics should inform tailored outreach to expand to diverse populations to have a greater public health impact.
18 pages., via online journal., Genetically modified (GM) foods have attracted a great deal of controversy. While some consumers and organizations regard GM foods as safe, many other consumers and organizations remain concerned about their potential health risks. The results of three studies suggest that consumers respond differently to persuasive messages regarding GM foods on the basis of their preexisting attitudes. Weak anti-GM consumers tend to comply with a variety of pro-GM messages. In contrast, strong anti-GM consumers exhibit message-opposing behavior. Moreover, they respond just as negatively to a safety message (claiming that GM foods are safe) as to a risk message (claiming that GM foods are unsafe). The mechanism underlying these effects is consumers’ perceived health risk. A benefit message claiming that GM foods are beneficial (e.g., more nutritious than their conventional counterparts) is a better alternative for strong anti-GM consumers. Finally, the results suggest that persuasive messages do not significantly change pro-GM consumers’ evaluations of these foods.
14 pages., Via online journal., Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others. The researchers recommend using the results of the study to tailor messages to the specific information needs of consumers in urban, suburban, and rural regions of [State].
