Date of Graduation
12-2023
Document Type
Thesis
Degree Name
Master of Science in Agricultural & Extension Education (MS)
Degree Level
Graduate
Department
Agricultural Education, Communications and Technology
Advisor/Mentor
Casandra K. Cox
Committee Member
Rucker, K. Jill
Second Committee Member
Miller, Jefferson D.
Keywords
Arkansas, Consumer, Genetically Modified, GMO, Social Media
Abstract
This study builds upon previous consumer perceptions of GMOs studies. A need existed to determine what, if any, effects social media messages about GMOs had on consumer perceptions in Arkansas. The study utilized a qualitative approach with three focus groups. Data were analyzed using descriptive code. Participants were found to have a general understanding of GMOs, though discussion about what a GMO product was took an uncertain tone. Most participants did not consider GMOs as a factor when purchasing products. Rather participants considered characteristics such as price, quality, and convenience. Participants did not believe the infographics had changed their opinions about GMOs, with one participant (n = 1) stating infographics would not change her opinion on any topic. Focus group responses indicated a weak attitude change under the Elaboration Likelihood Model.
Citation
Berner, E. R. (2023). Social Media Impacts on Arkansas Consumer Perceptions of GMOs. Graduate Theses and Dissertations Retrieved from https://scholarworks.uark.edu/etd/5188
Included in
Agribusiness Commons, Agricultural Economics Commons, Behavioral Economics Commons, Social Media Commons