Identifying publics in citrus producing states to address the issue of citrus greening

by piecenter | Sep 11, 2023

Citrus greening is a critical issue facing the agricultural industry in the United States. The disease has been identified in residential and commercial areas, and there is a need to identify best practices in communicating with the public about the disease. The...

Using home irrigation users’ perceptions to inform water conservation programs.

by piecenter | Sep 11, 2023

Targeted agricultural education programs can play a role in solving complex water issues. This article applies importance-performance analysis to examine dimensions of water resources that may inform local water conservation campaigns in the United States. The purpose...

Using audience segmentation to tailor residential irrigation water conservation programs

by piecenter | Sep 11, 2023

Today’s complex issues require technical expertise as well as the application of innovative social science techniques within Extension contexts. Researchers have suggested that a social science approach will play a critical role in water conservation, and people who...

Predicting consumers’ local food attitude with personal values and local food online videos

by piecenter | Sep 11, 2023

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...

Perceptions and Attitudes: Analyzing opinion leaders in relation to genetically modified foods.

by piecenter | Sep 11, 2023

Controversial issues in agriculture arise, and it falls on opinion leaders to disseminate information to their networks and the public. Agriculturalists are often blamed for not taken consumers’ concerns into consideration. This study sought to add to previous...