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Environmental factors of attitude formation toward organic and conventional milk: A study of interpersonal networks and interactions of milk consumers in California

Wickstrom, Ashlan E
http://rave.ohiolink.edu/etdc/view?acc_num=osu1492597675544364

Abstract Details

2017, Master of Science, Ohio State University, Agricultural and Extension Education.
This study analyzed the social media use and interpersonal interactions of consumers of organic and conventional dairy milk. Guided by the Theory of Planned Behavior and Social Cognitive Theory, the study was conducted to better understand if the decision to purchase organic or conventional milk is influenced by norms and attitudes established via human and online social interactions. A content analysis using Sysomos MAP and an online Qualtrics survey were utilized to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of California. This study expands on previous research in traditional media and human social networks by specifically studying platforms in new media and their association to users’ decisions made about milk products. The findings indicate that urban, suburban, and rural consumers differ in some ways in their online and interpersonal interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others.
Annie Specht (Advisor)
Emily Buck (Committee Member)
88 p.
Agricultural Education; Agriculture; Communication
environmental factors; organic milk; conventional milk; interpersonal networks; milk consumers in California

Recommended Citations

Citations

  • Wickstrom, A. E. (2017). Environmental factors of attitude formation toward organic and conventional milk: A study of interpersonal networks and interactions of milk consumers in California [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492597675544364

    APA Style (7th edition)

  • Wickstrom, Ashlan. Environmental factors of attitude formation toward organic and conventional milk: A study of interpersonal networks and interactions of milk consumers in California . 2017. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1492597675544364.

    MLA Style (8th edition)

  • Wickstrom, Ashlan. "Environmental factors of attitude formation toward organic and conventional milk: A study of interpersonal networks and interactions of milk consumers in California ." Master's thesis, Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492597675544364

    Chicago Manual of Style (17th edition)

osu1492597675544364
479
© 2017, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.