Campus Units

Agricultural Education and Studies

Document Type

Article

Publication Version

Published Version

Publication Date

2017

Journal or Book Title

Journal of Agricultural Education

Volume

59

Issue

1

First Page

171

Last Page

188

DOI

10.5032/jae.2018.01171

Abstract

This study assessed how the personal value associated with local food messages in an online video format influenced U.S. consumers’ attitudes toward local food. To accomplish this, we created two video treatments focusing on how local food supports the local economy and strengthens social connections, respectively. We developed two scales to measure the personal values (personal value of supporting the local economy and personal value of strengthening social connection). These values were associated to the video treatments’ message frames. Descriptive analyses revealed a neutral personal value of supporting local economy and strengthening social connection among U.S. consumers, and a positive attitude toward local food. Multiple regression indicated that the personal value associated with the video treatment was not always a stronger predictor of attitude than the other personal value. In fact, we found that the personal value of supporting the local economy was a more significant predictor of local food attitude than personal value of strengthening social connection in both video treatments.

Comments

This article is published as Qu, S., Lamm, A., Rumble, J., & Telg, R. (2018). Predicting consumers’ local food attitude with personal values and local food online videos. Journal of Agricultural Education, 59(1), 171-188. doi: 10.5032/jae.2018.01171. Posted with permission.

Copyright Owner

Journal of Agricultural Education

Language

en

File Format

application/pdf

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