Degree Type

Thesis

Date of Award

2020

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

Major

Journalism and Mass Communication

First Advisor

Dara Wald

Abstract

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.

DOI

https://doi.org/10.31274/etd-20200902-27

Copyright Owner

Denise D Coberley

Language

en

File Format

application/pdf

File Size

81 pages

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