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    Start Over Subject Term locally produced food

    2. Understanding Consumer Intent to Buy Local Food: Adding Consumer Past Experience and Moral Obligation Toward Buying Local Blueberries in Florida Within the Theory of Planned Behavior

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Rumble, Joy N. (author), Holt, Jessica (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida University of George
    Format:
    Journal article
    Publication Date:
    2018-07-02
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10167
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    102(2)
    Notes:
    16 pages, via online journal, Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related behaviors. This study used an online survey completed by 1,122 respondents, from a sample frame of all consumers in Florida. The study used a non-probability sample of an opt-in panel, and weighting procedures were applied to the data to account for coverage errors associated with using a non-probability sample. The interaction of consumers’ past experience and self-identity/moral obligation was found to help explain consumers’ intention to buy locally grown blueberries when added to the Theory of Planned Behavior. The Theory of Planned Behavior was shown to predict consumers’ intention to buy locally grown blueberries; however, their intent was better explained with the inclusion of the variables of past experience and self-identity/moral obligation toward buying local blueberries. Recommendations for future research and application include future research into other variables that may impact buying behavior and inclusion of these variables in future communication efforts focused on consumers buying and engaging with local food.

    3. Collegiate millennials' perceptions of locally produced beef

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Oesterreicher, Shelby (author), Lundy, Lisa K. (author), Rumble, Joy (author), Telg, Ricky W. (author), and University of Florida The Ohio State University
    Format:
    Journal article
    Publication Date:
    2018
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10157
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    102(4)
    Notes:
    15 pages, via online journal article, Millennial consumers are stepping into important roles as decision makers and consumers. A knowledge and communication gap exists between cattle producers and consumers this knowledge seeking generation. This study focused on collegiate millennials' perceptions of locally produced beef. The research design was qualitative in nature using focus groups. Participants associated the beef industry and beef products with the environment, management practices, treatment of animals, human health concerns, retail, experience with the beef industry, experience with beef, and transparency. Results of this study showed participants had minimal knowledge of the industry and relatively negative perceptions of the industry and beef products. Participants were skeptical of communication materials promotion beef and expressed particular distrust toward video messages. Participants revealed a knowledge and communication gap between producers and consumers

    4. The effects of online video on consumers’ attitudes toward local food

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Qu, Shuyang (author), Rumble, Joy N. (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida Iowa State University
    Format:
    Journal article
    Publication Date:
    2017
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 2 Document Number: D10171
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    101(4)
    Notes:
    22 pages, via online journal, Marketers rate online video as their most utilized content medium. This study used a between-subject control group post-test-only experiment to investigate the effect of three local food messages delivered via online video on U.S. consumers’ attitudes toward local food. The three 30-second videos each featured one of the documented benefits of local food: high quality, support of local economy, and strengthening of social connection. Results indicated all three video treatments yielded a positive attitude toward local food, while respondents in the control group had a neutral attitude. The video treatment featuring local food’s high quality generated a significantly more favorable local food attitude than the other two video treatments. Although the social connection video treatment generated a positive attitude toward local food based on the real limits, it did not significantly differentiate from the control group. Communicators should consider using similar short, online videos for emphasizing the high quality of local food and its support of the local economy to promote local agricultural products. Future research should pair live-action or animated footage with the same messages in the video treatments to identify messages effectiveness. Researchers should also investigate why some individuals respond to local food’s benefit of social connection more readily than the others, and identify strategies to use social connection media frame to promote local food.

    5. Rural grocery stores - more than just groceries

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Crandall, Jim (author)
    Format:
    Journal article
    Publication Date:
    2016
    Published:
    USA: Agricultural Economics, Institute of Agriculture and Natural Resources, University of Nebraska-Lincoln
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 145 Document Number: D11565
    Journal Title:
    Cornhusker Economics
    Notes:
    3 pages., Via online from publisher., Summary of promotion and business management options identified during a National Rural Grocery Summit, Wichita, KS, hosted by Kansas State University Center for Engagement and Community Development.