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Berry Convenient: Online Design Preferences For Local Strawberries, Rachel Corry, Jessica Holt, Alexa J. Lamm, Abigail Borron
Berry Convenient: Online Design Preferences For Local Strawberries, Rachel Corry, Jessica Holt, Alexa J. Lamm, Abigail Borron
Journal of Applied Communications
Agricultural marketers and grocery retailers are tasked with developing effective online marketing of local food products as consumer purchasing preferences shift. Local food sales are increasing through intermediated channels including grocery stores, and consumers are turning to online grocery shopping for their food purchases. Exploration of consumer preferences for visual and textual elements of an online local food product can provide marketing practitioners with strategies to optimize the purchase intent for local food among diverse audiences. Consumers are demonstrating interest in sustainability and information about food production, yet limited research has applied these interests to explore preferences for how local …
Looking Local: An Exploration Of Texas Residents’ Perceptions Of The Go Texan Certification Program To Develop Brand Positioning Strategies, Laura Morgan Fischer, Courtney Gibson, Kayla Powers
Looking Local: An Exploration Of Texas Residents’ Perceptions Of The Go Texan Certification Program To Develop Brand Positioning Strategies, Laura Morgan Fischer, Courtney Gibson, Kayla Powers
Journal of Applied Communications
State agricultural certification programs allow consumers to knowingly purchase products grown or produced in their state. However, consumers may not be aware of or understand the concept behind these certification programs. This study examined Texas residents’ awareness and perceptions of one state agricultural certification program, GO TEXAN. To position a brand and develop key messages, communicators must be aware of how the audience views the brand, its key qualities and characteristics, and the information channels to distribute the messages. To do so, we distributed a survey instrument embedded in Qualtrics to a panel of Texas residents. We found respondents were …