18 pages., via online journal, As food products marketed as “gluten-free” become increasingly popular, many consumers start to exclude sources of gluten (e.g., wheat, barley, and rye) from their diets for both medical and non-medical purposes. The grain industry is facing a growing challenge to (re)boost consumers’ confidence in the healthiness and safety of its commodities. Using 561 participants recruited from the Amazon Mechanical Turk workers’ panel, this study implemented a 2 (pretzels vs. potato chips) * 2 (positive- vs. negative- frame) * 2 (wheat image vs. no wheat image) experiment to examine the effects of gluten-free labels on consumers’ perceived healthiness and safety of wheat, perceived benefits of labeled products, and their evaluation of the shown labels. Results showed that consumers evaluate the gluten-free labels most positively when they appear on products that could have contained gluten. For products that are naturally gluten-free, adding a gluten-free label only decreased consumers’ confidence in such labels. The presence of gluten-free labels increased consumers’ perceived benefits of the labeled products when they do not contain any misleading information (e.g., image of a wheat head). However, some gluten-free labels could have negative impacts on consumers’ perceptions of the healthiness and safety of wheat. Overall, food producers and marketers might have undervalued consumers’ literacy and overestimated their susceptibility to marketing strategies. We discussed the implications for food marketers, regulators, and communicators.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 133 Document Number: D11393
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15 pages., Online research report., Reports findings of a survey of 3,627 U.S. adults, October 1-13, 2019. Democrats mostly agreed the federal government should do more on climate, while Republicans differed by ideology, age and gender
5 pages, In many cases, men and women have the same Extension program needs, but the unique experiences of women in agriculture may mean women are interested in different types of Extension programs than men.
23 pages, Young farmers play a significant role in sustaining food security and the communities’ and rural areas’ viability. However, as with many countries, Thailand is facing a decline in the number of young farmers who, if not productive and satisfied with their farm business, are likely to exit farming to take advantage of their increased educational level and off-farm job opportunities. Data were collected by interviewing young farmers in the Prachin Buri province, Thailand, with the aim of assessing their reason for farming in the long-term and the type of farming. Farming decisions can be categorised into three types: full-time profit-oriented farming with a focus on rice production (~53%), full-time multifunctional farming in innovative mixed or organic production systems (~23%), and part-time farming where young farmers work off-farm and farm outside regular working hours (~24%). Using path analysis, we investigated which physical and psychological factors affect young farmers’ decisions to pursue these three farming types. The results show that non-monetary farming’s benefits are as important as monetary benefits. Education, farming and regular off-farm work experience, farm production, market and pest problems, and government support directly affect the farming types. These effects were also mediated by attitudes towards farming and net farming income. Young farmers choosing to pursue multifunctional farming have higher incomes, more often apply sophisticated technologies, and farm more sustainably than those choosing the other types of farming. This indicates that a shift from conventional rice production to more diversified production systems using innovative technologies is needed to sustain farming success and retain young people in the farming sector.
Online from publication. 5 pages., Summary of a survey among U.S. consumers, performed by Aimpoint Research for The Packer. Findings suggested that the lack of a concrete definition of sustainability points to the need to earn consumers' trust regarding the food industry.
