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ERIC Number: EJ1176328
Record Type: Journal
Publication Date: 2018
Pages: 18
Abstractor: As Provided
ISSN: ISSN-1042-0541
Predicting Consumers' Local Food Attitude with Personal Values and Local Food Online Videos
Qu, Shuyang; Lamm, Alexa; Rumble, Joy; Telg, Ricky
Journal of Agricultural Education, v59 n1 p171-188 2018
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.
American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site:
Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A