Date of Award
Master of Science
Greenlee School of Journalism and Communication
Journalism and Mass Communication
This study explored the influence of norms, identity, and language on the adoption and implementation of soil health behaviors by Iowa farmers. Utilizing the Theory of Normative Social Behavior (TNSB), the relationships between the mechanisms of TNSB- descriptive norms, injunctive norms, outcome expectations, and identity - and soil health behaviors such as intent and adoption were analyzed using results from the 2015 Iowa Rural Life and Farm Poll. Three specific identities - farmer as steward, farmer as businessman, and farmer as productivist - were studied to determine the direct and moderating role of these identities on intent and adoption of soil health behaviors.
Denise D Coberley
Coberley, Denise D., "Encouraging soil health practices: The influence of identity, norms, and language on soil health behaviors of Iowa farmers" (2020). Graduate Theses and Dissertations. 18108.