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

Authors

  • Shuyang Qu Iowa State University
  • Alexa Lamm University of Florida
  • Joy Rumble University of Florida
  • Ricky Telg University of Florida

DOI:

https://doi.org/10.5032/jae.2018.01171

Keywords:

local food, personal values, farming, schema, online video, messages

Abstract

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.

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Published

2018-03-28

How to Cite

Qu, S., Lamm, A., Rumble, J., & Telg, R. (2018). Predicting Consumers’ Local Food Attitude with Personal Values and Local Food Online Videos. Journal of Agricultural Education, 59(1), 171–188. https://doi.org/10.5032/jae.2018.01171

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