Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 7 of 7
Full-Text Articles in Life Sciences
Hemp There It Is: Examining Consumers’ Attitudes Toward The Revitalization Of Hemp As An Agricultural Commodity, Shelli Rampold, Zachary Brym, Michaela S. Kandzer, Lauri M. Baker
Hemp There It Is: Examining Consumers’ Attitudes Toward The Revitalization Of Hemp As An Agricultural Commodity, Shelli Rampold, Zachary Brym, Michaela S. Kandzer, Lauri M. Baker
Journal of Applied Communications
This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived …
Facebook Activity Of Oklahoma Agritourism Facebook Pages, Brittany L. Bowman, Quisto Settle, Stacy Tomas, Angel Riggs
Facebook Activity Of Oklahoma Agritourism Facebook Pages, Brittany L. Bowman, Quisto Settle, Stacy Tomas, Angel Riggs
Journal of Applied Communications
Agritourism is recreational travel for agricultural activities. Agricultural operations benefit from income diversification, the public receives hands-on agricultural experiences, and rural communities benefit from economic development. However, agritourism operators have reported challenges in marketing. As social media becomes increasingly important in tourism marketing, the purpose of this research is to describe overall Facebook activity related to Oklahoma agritourism. A quantitative content analysis was conducted on 174 Facebook pages of Oklahoma agritourism operations to describe posts, public interaction, events, and advertisements. Oklahoma agritourism operations had a mean of 1,330 page likes, and 69% of Facebook pages had posts during the sample …
Characteristics Of Oklahoma Agritourism Facebook Posts, Brittany Bowman, Quisto Settle, Angel Riggs, Stacy Tomas, Audrey E. H. King
Characteristics Of Oklahoma Agritourism Facebook Posts, Brittany Bowman, Quisto Settle, Angel Riggs, Stacy Tomas, Audrey E. H. King
Journal of Applied Communications
Agritourism is recreational travel for agricultural activities. While it provides many benefits, such as rural development and heritage preservation, many agritourism operators express challenges in marketing their operations. Social media is increasingly common in tourism marketing, but little research exists describing current marketing practices. Quantitative content analysis was used to describe 174 Oklahoma agritourism operations’ Facebook page activity in June 2018. Original posts created by the agritourism operations and community posts created by the general public had similar amounts of public interaction. Post interactions were not related to post length, and original post interactions were also not related to overall …
Understanding Consumer Intent To Buy Local Food: Adding Consumer Past Experience And Moral Obligation Toward Buying Local Blueberries In Florida Within The Theory Of Planned Behavior, Jessica Holt, Joy N. Rumble, Ricky Telg, Alexa Lamm
Understanding Consumer Intent To Buy Local Food: Adding Consumer Past Experience And Moral Obligation Toward Buying Local Blueberries In Florida Within The Theory Of Planned Behavior, Jessica Holt, Joy N. Rumble, Ricky Telg, Alexa Lamm
Journal of Applied Communications
Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related …
Where I Come From: Exploring Regional Differences In California Consumers’ Attitudes And Beliefs About Fluid Milk, Annie R. Specht, Ashlan E. Wickstrom, Emily B. Buck
Where I Come From: Exploring Regional Differences In California Consumers’ Attitudes And Beliefs About Fluid Milk, Annie R. Specht, Ashlan E. Wickstrom, Emily B. Buck
Journal of Applied Communications
Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. …
The Effects Of Online Video On Consumers’ Attitudes Toward Local Food, Shuyang Qu, Alexa J. Lamm, Joy N. Rumble, Ricky W. Telg
The Effects Of Online Video On Consumers’ Attitudes Toward Local Food, Shuyang Qu, Alexa J. Lamm, Joy N. Rumble, Ricky W. Telg
Journal of Applied Communications
Marketers rate online video as their most utilized content medium. This study used a between-subject control group post-test-only experiment to investigate the effect of three local food messages delivered via online video on U.S. consumers’ attitudes toward local food. The three 30-second videos each featured one of the documented benefits of local food: high quality, support of local economy, and strengthening of social connection. Results indicated all three video treatments yielded a positive attitude toward local food, while respondents in the control group had a neutral attitude. The video treatment featuring local food’s high quality generated a significantly more favorable …
Marketing Power Berries: An Importance-Performance Analysis Of Blueberry, Shuyang Qu, Alexa J. Lamm, Joy N. Rumble
Marketing Power Berries: An Importance-Performance Analysis Of Blueberry, Shuyang Qu, Alexa J. Lamm, Joy N. Rumble
Journal of Applied Communications
The unique health benefits of blueberries have increased consumers’ demand for this fruit. Although the demand is still low compared to other fruits including apples and grapes, consumers’ growing interest in blueberries has led to a significant increase of blueberry acreage in the U.S., causing the supply to exceed demand. To increase blueberry consumption and sales for the benefits of both consumers’ health and the blueberry industry, this study selected 18 blueberry attributes and used an online survey to examine blueberry purchasers’ perceived importance and satisfaction of these attributes. An importance-performance analysis (IPA) of these attributes was conducted to provide …