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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Identifying Audience Needs To Effectively Communicate About The Cost Of Implementing Sustainable Farming Practices, Kristin E. Gibson, Alexa J. Lamm, Kevan W. Lamm
Identifying Audience Needs To Effectively Communicate About The Cost Of Implementing Sustainable Farming Practices, Kristin E. Gibson, Alexa J. Lamm, Kevan W. Lamm
Journal of Applied Communications
Water is a complex issue across the globe and is largely affected by a growing world population and higher standard of living. Within the United States, the security of the freshwater supply is an increasing concern and water resource protection may increase if residents are knowledgeable about the issue. Sustainable farming systems will lessen the impact of agriculture on water resources but may cost the end user more to ensure sustainability. Therefore, the purpose of this study was to determine if rural, urban, and suburban audiences differ in their willingness to pay for sustainable farming practices that protect water resources …
Identifying Factors To Increase The Adoption Of Integrated Pest Management Practices: An Audience Segmentation Study, John M. Diaz, Laura A. Warner, Faith M. Oi
Identifying Factors To Increase The Adoption Of Integrated Pest Management Practices: An Audience Segmentation Study, John M. Diaz, Laura A. Warner, Faith M. Oi
Journal of International Agricultural and Extension Education
Tailoring programs based on audience needs and priorities is a critical component of effective programs. Audience segmentation research provides an opportunity to identify subgroups based on characteristics that affect their willingness to adopt a certain behavior and allows extension programs to fulfill a variety of needs and target the most important groups within a population. Currently there is minimal research exploring the factors that influence the sustained adoption of environmentally responsible pest management practices. As a result, the purpose of this study was to explore potential extension audience segmentation strategies by evaluating factors related to differences in residents’ intentions to …
Identifying Levels Of Engagement In Local Food Systems By Generation In The State Of Georgia, U.S.A., Abraham Tidwell, Alexa J. Lamm
Identifying Levels Of Engagement In Local Food Systems By Generation In The State Of Georgia, U.S.A., Abraham Tidwell, Alexa J. Lamm
Journal of Applied Communications
Local food systems are an emerging way for communities to build vibrant economies, improve health outcomes, and limit their environmental impact. Studies have shown local food engagement differs significantly between generations; however, what remains unclear is how generations’ perceptions and engagement compare to each other so the agricultural community can most effectively communicate about local food systems. Leveraging audience segmentation theory from social marketing, this study sought to address how the five living generations in the United States – Generation Z, Millennials, Generation X, Baby Boomers, and The Silent Generation – perceived and engaged with local food systems. To address …