Bruhn, Christine M. (author), Cotter, Anne (author), Diaz-Knauf, Katherine V. (author), Sutherlin, Jeanette (author), West, Estella (author), Wightman, Norman (author), Williamson, Eunice (author), Yaffee, Michelle (author), and Bruhn: Cooperative Extension Consumer Food Marketing Specialist, Center for Consumer Research, University of California, Davis, CA; Cotter: Home Economist, Orange County Cooperative Extension, Anaheim, CA; Diaz-Knauf and Yaffee: Department of Consumer Sciences, University of California, Davis, CA; Sutherlin: Home Economist, Fresno County Cooperative Extension, Fresno, CA; West: Home Economist, Santa Clara County Cooperative Extension, San Jose, CA; Wightman: Home Economist, San Luis Obispo County Cooperative Extension, San Luis Obispo, CA; Williamson: Home Economist, Riverside County Cooperative Extension, Moreno Valley, CA
Format:
Journal article
Publication Date:
1992-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 91 Document Number: C06627
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].
