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Which communication channels shape normative perceptions about buying local food? An application of social exposure

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Abstract

We examined how information from multiple communication channels can inform social norms about local food purchasing. The concept of social exposure was used as a guide. Social exposure articulates how information in social, symbolic, and physical environments contributes to normative perceptions. Data was collected from a sample in Wisconsin. Results indicated that information from communication channels representing symbolic, social, and physical environments all contributed to normative perceptions. We also found that for individuals who frequent farmers’ markets, information from some communication channels was relatively less strongly associated with injunctive norms. It may be that when first-hand, experiential information is available to inform norms, individuals rely less on information available through other communication channels. Future work might further explore how farmers’ markets foster information sharing in communities, as such information may contribute to normative perceptions.

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Acknowledgements

This work was supported by the University of Wisconsin-Consortium for Extension and Research in Agriculture and Natural Resources (Grant Number 101-PRJ83IG). The researchers thank the UW-Extension Community Food Systems Team, FairShare CSA Coalition, and the food systems practitioners, farmers, and colleagues who offered insight during survey development.

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Authors and Affiliations

  1. Greenlee School of Journalism & Communication, Iowa State University, 613 Wallace Rd, Ames, IA, 50011, USA

    Laura Witzling

  2. Department of Life Sciences Communication, University of Wisconsin-Madison, 1454 Observatory Dr, Madison, WI, 53706, USA

    Bret Shaw

  3. Department of Agricultural Economics, University of Wisconsin-River Falls, 611 S 3rd St, River Falls, WI, 54022, USA

    David Trechter

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  1. Laura Witzling
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Correspondence to Laura Witzling.

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Witzling, L., Shaw, B. & Trechter, D. Which communication channels shape normative perceptions about buying local food? An application of social exposure. Agric Hum Values 36, 443–454 (2019). https://doi.org/10.1007/s10460-019-09926-1

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