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    Start Over Subject Term consumers Subject Term perception Subject Term sustainability

    2. Not while I'm eating: how and why Americans don't think about food systems

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Aubrun, Axel (author), Brown, Andrew (author), and Grady, Joseph (author)
    Format:
    Report
    Publication Date:
    2005-09-06
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C27582
    Notes:
    Posted at http://www.wkkf.org, Pages 31-55 in Perceptions of the U.S. food system: what and how Americans think about their food. W.K. Kellogg Foundation, Battle Creek, Michigan. 88 pages.

    5. Towards sustainable consumption: Keys to communication for improving trust in organic foods

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Vega-Zamora, Manuela (author), Torres-Ruiz, Francisco Jose (author), and Parras-Rosa, Manuel (author)
    Format:
    Online journal article
    Publication Date:
    2019-04
    Published:
    Spain: Science Direct
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10293
    Journal Title:
    Journal of Cleaner Production
    Journal Title Details:
    216 : 511-519
    Notes:
    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.

    6. UK Consumers’ Preferences for Ethical Attributes of Floating Rice: Implications for Environmentally Friendly Agriculture in Vietnam

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Hong Tu, Vo (author), Kopp, Steven (author), Thuy Trang, Nguyen (author), Kontoleon, Andreas (author), and Yabe, Mitsuyasu (author)
    Format:
    Journal article
    Publication Date:
    2021-07-27
    Published:
    Switzerland: MDPI
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12510
    Journal Title:
    Sustainability
    Journal Title Details:
    13 (15)
    Notes:
    27 pages, Vietnam plays an important role in bearing global food security. However, Vietnamese rice farmers face several challenges, including pressures to develop sustainable livelihoods while reducing the environmental impacts of their production activities. Various Vietnamese agricultural restructuring policies were promulgated to promote the adoption of environmentally friendly practices to generate high value added for rice farmers, but the farmers are reluctant to adopt them because of perceived lack of demand. Decreasing consumption of rice in Asia and increasing demands in Europe shaped Vietnamese rice exporting policies. New trade agreements, such as the UK–Vietnam Free Trade Agreement, offer new target markets for Vietnamese rice farmers. This research provides empirical evidence related to the preferences of UK consumers for ethical attributes for floating rice imported from Vietnam. Floating rice represents a traditional method of rice cultivation that relies on the natural flooding cycle. Its cultivation uses very few agrochemical inputs and provides several other environmental, economic, and social benefits. In an online survey, the study used a choice experiment that asked 306 UK consumers to report their preferences for one kilo of floating rice with three non-market attributes: reduction in carbon dioxide emissions, allocation of profits to the farmers, and restitution of biodiversity. Overall, study participants favored the attributes of floating rice, but reported utility for only the “fair trade” attribute and for a marginal willingness to pay premiums for profit allocations to farmers. Consumers did not find value in either CO2 emission reduction or biodiversity improvement. Results from the study provide recommendations to develop agricultural programs, distribution strategies, and informational methods to encourage floating rice consumption in the UK.