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    2. Workshop wine Wednesdays: change in behavior around local wines

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Watrelot, Aude (author), Francis, Sarah (author), and Smith, Sarah Al-Mazroa (author)
    Format:
    Journal article
    Publication Date:
    2025-02-15
    Published:
    USA: Extension Journal, Inc.
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13562
    Journal Title:
    The Journal of Extension
    Journal Title Details:
    63(1)
    Notes:
    Wine workshops hosted at local wineries positively impacted the behavior of Iowa wine consumers. Many participants (75%) reported visiting an Iowa winery following the workshop. The percentage of participants consuming Iowa wines increased by 20.6% (p &lt; 0.001) following the workshop. Based on these outcomes, it appears these three hour wine workshops are a very useful opportunity for consumers to be engaged and involved, and to learn about local grapes and wines as well as to improve their behavior toward local products.

    3. Sewing brand messages on social media: a content analysis of Cotton Incorporated’s Instagram content stimuli

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Kainer, Madalynn (author), Leggette, Holli (author), Wingenbach, Gary (author), Chappell, Thomas (author), and Palmer, Karissa (author)
    Format:
    Journal article
    Publication Date:
    2024
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13308
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    108(2) : Article 5
    Notes:
    23 pages, Cotton is the most significant natural fiber in the world and an important part of the global economy. Yet, the cotton industry faces several challenges in securing its place in the global fiber market share, reaching new consumers, and maintaining relationships with current consumers. Furthermore, the cotton industry has a unique opportunity to share evidence-based information with followers through its product marketing on social media. The study described herein used content analysis to explore Instagram content on the @discovercotton profile. Content included categories of promoted products (i.e. women, men, children, or home); comments, posts, and caption stimuli; and most frequently used word, hashtag, and retail partner stimuli. We analyzed 434 Instagram stimuli (244 single photos, 142 carousels, and 48 videos) from March 2, 2021, to March 2, 2023. Across all stimuli, there were 110,143 likes and 5,799 comments with total response (engagement: likes and comments) reaching 115,942. We found that women’s products were promoted most often followed by men, home, and children—only 8.48% of stimuli depicted cotton, a cotton plant, or the seal of cotton. We identified six major themes in caption stimuli on @discovercotton: qualities of cotton, style, sustainability, check the label, women, and cotton production. Cotton was the most frequently used word stimuli in captions, and cotton as a fabric was the most promoted theme.

    4. Does environmental labelling still matter? generation z’s purchasing decisions

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Kabaja, Bartłomiej (author), Wojnarowska, Magdalena (author), Ćwiklicki, Marek (author), Buffagni, Stefania Claudia (author), and Varese, Erica (author)
    Format:
    Journal article
    Publication Date:
    2023-09-14
    Published:
    Switzerland: MDPI
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12958
    Journal Title:
    Sustainability
    Journal Title Details:
    V.15, Iss.18
    Notes:
    20 pages., This research paper explores the role of environmental labelling in shaping the purchasing and consumption behaviours of Generation Z. The study aims to provide insights into the comprehension, perception, and attitude of this generation towards environmental labelling and to investigate how these factors impact their purchasing decisions. The results of this study provide valuable insights into the role of environmental labelling in shaping the behaviours of young consumers and suggest that it still matters to this generation. The study also highlights the importance of trust in environmental labelling for influencing purchasing decisions. Our research paper provides new insights into the role of environmental labelling in shaping the behaviours of Generation Z, which is a critical demographic group for sustainable consumption. We found that this generation is highly aware of environmental issues and is motivated to make eco-friendly purchasing decisions. However, our study also highlights that the lack of trust in environmental labelling can be a significant barrier to sustainable consumption. This study contributes to the literature on environmental labelling and consumer behaviour among Generation Z.

    5. "You know, the South is a breeding ground for gluttony": a qualitative evaluation of dissonance between Christian beliefs and eating habits

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Yarber, Karli S. (author), Miller, Jefferson D. (author), Rucker, Jill (author), and Walsh, Lora (author)
    Format:
    Journal Article
    Publication Date:
    2023
    Published:
    USA: Association for Communication Excellence
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12937
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    V.107, Iss.2
    Notes:
    26 pages, This research is intended to initiate understanding of how obesity in the South persists even though the majority of inhabitants subscribe to a faith that discourages unhealthy lifestyles. Grounded in the Cognitive Dissonance Theory, this study examined Protestant evangelical Christians in the South (N = 11), who participated in semi-structured interviews. The first emergent theme was that, to these Southerners, the purpose of food is for sustenance and survival, as well as for bringing people together. Most participants reported having an average level of knowledge of nutrition and health. Furthermore, participants generally agreed that marketing or educational efforts had little effect on their understanding of nutrition. Another theme emerged when participants provided Biblical references to food or health. “The Body is a Temple” and “gluttony” were the most common Biblical concepts. All participants referred to taste or desirability as the driver of their food selections. Furthermore, most participants claimed habitual gluttony as a personal experience in their lives. This study concluded that subjects employed two modes of “trivializing” as a way of resolving dissonance. Some participants justified their eating habits based on Southern culture, while others explained that their church culture supported unhealthy eating as a means of gathering in fellowship.

    6. Challenges experienced by aquaponic hobbyists, producers, and educators

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Pattillo, D Allen (author), Cline, David J. (author), Hager, Janelle V. (author), Roy, Luke A. (author), and Hanson, Terrill R. (author)
    Format:
    Journal Article
    Publication Date:
    2022-12-19
    Published:
    United States: Clemson University Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12794
    Journal Title:
    Journal of Extension
    Journal Title Details:
    V. 60, N. 4
    Notes:
    14pgs, We used an online survey to document challenges experienced by aquaponic hobbyists (n = 81), producers (n = 117), and educators (n = 75). Responses were distilled into the following categories: 1) operations and management; 2) facilities, location, and system design; 3) knowledge and educational resources; 4) funding; 5) economic viability; 6) plant culture; 7) marketing and distribution; 8) fish culture; 9) human factors; 10) regulations and certifications. Training and research in these areas are needed to advance the aquaponics industry.

    10. Marketing channel, production technique and farm profitability in vegetables marketing: empirical evidence from micro data in Punjab, Pakistan

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Yasmin, Bushra (author) and Fatima, Hina (author)
    Format:
    Journal article
    Publication Date:
    2022-09-27
    Published:
    Pakistan: Directorate of Agricultural Information Lahore
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12855
    Journal Title:
    Journal of Agricultural Research
    Journal Title Details:
    Vol. 60, N.4
    Notes:
    13 pages, Current study was conducted during 2020 by Department of Economics, Fatima Jinnah Women University, Rawalpindi, Pakistan to study evaluate the marketing channel of vegetables in Punjab pertaining to farm’s profitability and the factors determining this profit based on primary data collected from 100 farmers each for 4 selected vegetables . Data were collected through structured questionnaire from 36 villages out of 7 cities of Faisalabad division while from 28 villages out of 5 cities of Bahawalpur division through purposive sampling technique. Gross margin analysis and mean regression was done to estimate the determinants of profit both at division level and for the pooled data. The gross margin per acre was calculated at Rs.171,676 for cucumber, Rs. 171,649 for green chilies, Rs. 315,229 for tomatoes and Rs. 33,002 for onions. The regression results showed age, farming experience, credit and storage facilities, production cost and commission to the middle man as significantly contributing factors in profit while the choice of production technique appeared to be particularly depending on the educational qualification of selected farmers. The peak age that yielded maximum profit was calculated at 49 and 42 years in Faisalabad and Bahawalpur division, respectively. Experience of farmers was significantly increased in profit. The commission to agent surpasses all other payments that farmers incurred during marketing process. The margin was around 39% and 33% of total cost for cucumber and chilies in Faisalabad while 34% and 43% percent for tomatoes and onion in Bahawalpur. So the enactment of farmers with middle man for the sale of crop was due to heavy reliance on them for loans; around 80 percent famers in Faisalabad while about 40 percent in Bahawalpur sought loans from middle man. The study suggested that healthy competition among farmers by providing them adequate storage facilities, sufficient credit, perfect market information and education could contribute positively in adopting advanced modes of production to minimize the production and marketing cost.