Predicting Consumers’ Local Food Attitude with Personal Values and Local Food Online Videos

dc.contributor.author Qu, Shuyang
dc.contributor.author Lamm, Alexa
dc.contributor.author Qu, Shuyang
dc.contributor.author Rumble, Joy
dc.contributor.author Telg, Ricky
dc.contributor.department Agricultural Education and Studies
dc.date 2018-11-17T09:42:30.000
dc.date.accessioned 2020-06-29T22:51:32Z
dc.date.available 2020-06-29T22:51:32Z
dc.date.copyright Sun Jan 01 00:00:00 UTC 2017
dc.date.issued 2017-01-01
dc.description.abstract <p>This study assessed how the personal value associated with local food messages in an online video format influenced U.S. consumers’ attitudes toward local food. To accomplish this, we created two video treatments focusing on how local food supports the local economy and strengthens social connections, respectively. We developed two scales to measure the personal values (personal value of supporting the local economy and personal value of strengthening social connection). These values were associated to the video treatments’ message frames. Descriptive analyses revealed a neutral personal value of supporting local economy and strengthening social connection among U.S. consumers, and a positive attitude toward local food. Multiple regression indicated that the personal value associated with the video treatment was not always a stronger predictor of attitude than the other personal value. In fact, we found that the personal value of supporting the local economy was a more significant predictor of local food attitude than personal value of strengthening social connection in both video treatments.</p>
dc.description.comments <p>This article is published as Qu, S., Lamm, A., Rumble, J., & Telg, R. (2018). Predicting consumers’ local food attitude with personal values and local food online videos. <em>Journal of Agricultural Education, 59</em>(1), 171-188. doi: <a href="https://doi.org/10.5032/jae.2018.01171">10.5032/jae.2018.01171</a>. Posted with permission.</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/ageds_pubs/49/
dc.identifier.articleid 1045
dc.identifier.contextkey 13289688
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath ageds_pubs/49
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/2827
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/ageds_pubs/49/0-Permission_for_JAE.pdf|||Sat Jan 15 00:29:42 UTC 2022
dc.source.bitstream archive/lib.dr.iastate.edu/ageds_pubs/49/2018_Qu_PredictingConsumers.pdf|||Sat Jan 15 00:29:44 UTC 2022
dc.source.uri 10.5032/jae.2018.01171
dc.subject.disciplines Agricultural Education
dc.subject.disciplines Agriculture
dc.subject.disciplines Behavioral Economics
dc.subject.disciplines Communication
dc.subject.disciplines Rural Sociology
dc.subject.keywords local food
dc.subject.keywords personal values
dc.subject.keywords farming
dc.subject.keywords schema
dc.subject.keywords online video
dc.subject.keywords messages
dc.title Predicting Consumers’ Local Food Attitude with Personal Values and Local Food Online Videos
dc.type article
dc.type.genre article
dspace.entity.type Publication
relation.isAuthorOfPublication 3da78573-0f42-48ec-aa2f-5b3f35d0dc8e
relation.isOrgUnitOfPublication 63e3ba64-a7a5-422b-97a2-decb3486fb95
File
Original bundle
Now showing 1 - 2 of 2
Name:
2018_Qu_PredictingConsumers.pdf
Size:
232.92 KB
Format:
Adobe Portable Document Format
Description:
Name:
0-Permission_for_JAE.pdf
Size:
85.51 KB
Format:
Adobe Portable Document Format
Description:
Collections