19 pages, Consumers’ perceptions of the terminology used on food production labels may lead to a perceived risk, which influences their grocery shopping decisions. Risk perception is the consumers’ belief that he or she may be exposed to something that is harmful or uncertain. Women are more aware of food labels due to their perceived risk associated with health and the environment. This study used Q methodology to describe a variety of viewpoints related to women’s grocery shopping decisions. Using a Q set of 36 statements, 18 women sorted based on the condition of instruction, “How do you make food decisions?” Factor scores, field notes, and post-sort interviews were used to interpret the arrays as the Frugal Shopper, the Price Conscious Shopper, and the Engaged Shopper. The Frugal Shopper was interpreted to be an economical shopper with little concern for food production methods. The Price Conscious Shopper is concerned for the effect on various production methods, but price is the main priority. The Engaged Shopper is willing to pay higher prices to have more choices when grocery shopping. Improved communication and a deeper understanding of consumers’ perceptions of food labels may help decrease the perceived risk associated with various food production methods.
Perspectives on USDA recommendation for staff members to refer to "climate change" as "weather extremes" and "climate change adaption" to "resilience to weather extremes."
Rohling, Katie (author), Wandersee, Cassie (author), Baker, Lauri M. (author), and Tomlinson, Peter (author)
Format:
Conference paper
Publication Date:
2016-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08133
Notes:
Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS) in San Antonio, Texas, February 7-8, 2016. 23 pages.
Online via publication website., The purpose of this study was to determine how education and communication professionals involved in climate-change communication are framing their discussions about climate change with agricultural producers. Researchers used semi-structured telephone interviews to gather information. Findings touched on communications factors such as audience analysis, appropriate terminology, localization of information, framing messages, and information sources.
