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Where I come from: exploring regional differences in California consumers’ attitudes and beliefs about fluid milk

Agricultural Communications Documentation Center (ACDC)
Specht, Annie R. (main author), Wickstrom, Ashlan E. (author), Buck, Emily B. (author), Association for Communication Excellence
Online journal article
Publication Date:
USA: New Prairie Press
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
advertising research, attitudes, California, USA, campaigns, consumer information, consumers, dairy, interpersonal communication, marketing, marketing research, marketing techniques, message content, networks, rural interests, surveys, television, urban interests, organic, milk, social media, natural, Google, conventional farming, theory of planned behavior, social cognitive theory, theory of reasoned action, dairy cows, suburban, California Milk Advisory Board, key message, online survey, stratification, ANOVA
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].