Consumers' Motivations and Dairy Production Beliefs Regarding Participation in an Educational Dairy Farm Event

Abstract

Exploratory discriminant analysis was used to determine the extent adult consumers' interest motivation to participate in a free educational dairy farm event and their beliefs of the dairy industry could correctly classify the respondents' predicted participation in a nonformal educational event. The most prominent conclusion of the study was that nearly three of four adult consumers in an Indiana community would attend an educational event on a dairy farm if they: (1) were motivated to attend an educational agricultural event because it is fun, interesting, and enjoyable, (2) were motivated to attend educational agricultural events to acquire new knowledge and meet a challenge, (3) were motivated to attend educational agricultural events out of desire to be nutritionally healthy, (4) were familiar with agriculture or directly involved in the industry, (5) were in agreement with the animal welfare practices that dairy farmers implement, and (6) resided in a household that reportedly consumed at least three gallons of fluid milk per week, on average, while at home. This finding may help outreach organizations develop non-formal, educational events that are more appealing to their target audiences as well as market those events in a way that will motivate more consumers to attend.