Digital Commons Network^™

Influence Of Subjective Norms And Communication Preferences On Grain Farmers’ Attitudes Toward Organic And Non-Organic Farming, Kelsey Hall, Emily Rhoades

Journal of Applied Communications

Interpersonal communication and mass media can influence an individual’s attitude or behavior. International and American studies have shown that interpersonal contacts have influenced farmers’ decisions to adopt or not adopt organic farming while other studies have revealed the communication preferences can differ between organic and non-organic farmers. This study was unique as it combined components of the theory of planned behavior and diffusion of innovations to describe the role subjective norms and communication channels have on forming attitudes toward organic and non-organic farming by non-organic Midwestern grain farmers. Data were collected through a questionnaire sent to 320 members of the …