DeYoung, Bruce (author / Associate Professor and Extension / Sea Grant Program Leader, Cooperative Extension Service, Oregon State University - Corvallis) and Associate Professor and Extension / Sea Grant Program Leader, Cooperative Extension Service, Oregon State University - Corvallis
Format:
Journal article
Publication Date:
1988
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 72 Document Number: C03365
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].
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 141 Document Number: D06282
Notes:
Accessed August 6, 2015., Poster presented at the Agricultural and Applied Economics Association and Western Agricultural Economics Association annual meeting, San Francisco, California, July 26-28, 2015. 2 pages
Online from publication. 2 pages., Author notes how, in the food marketing complex, diversification can help a business survive in this changing industry.
Graf, Kermit W. (author / Cooperative Extension Agent and Executive Director, Cornell Cooperative Extension of Rockland, Cornell University, NY) and Cooperative Extension Agent and Executive Director, Cornell Cooperative Extension of Rockland, Cornell University, NY
Format:
Journal article
Publication Date:
1988
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 72 Document Number: C03373
