Date of Graduation

12-2018

Document Type

Thesis

Degree Name

Bachelor of Science in Agricultural, Food and Life Sciences

Degree Level

Undergraduate

Department

Agricultural Education, Communications and Technology

Advisor/Mentor

Miller, Jefferson D.

Committee Member/Reader

Johnson, Donald M.

Committee Member/Second Reader

Yancey, Janeal

Abstract

An increasing number of consumers wants more knowledge of how the food they eat is produced, and specifically, how animals used in the production of their food are raised. One method consumers use to become more aware of production practices behind the food they purchase and consume is simply reading food labels. Labeling claims can be defined as textual, pictorial, graphic, or symbolic representation that either explicitly states or implies that a food product has a specific set of properties supported by a certification process. The purpose of this study is to gather data regarding consumer knowledge and understanding of these labeling claims with two specific goals: (1) Determine consumers’ perceptions of the meanings of these claims, and (2) determine factors that affect consumers’ perceptions of the claims’ trustworthiness. In this study, strong language such as “no” and “ever” made claims more believable to consumers, especially those who are Perceivers. Consumers who employed a judging approach to decision making tended to be more critical of the information and factors involved, whereas those who employed a perceiving approach tended to be more trusting. Consumers with a judging personality were more likely to notice and pay attention to process-related labeling claims than those with a preference for perceiving.

Keywords

food labels; Myers-Briggs typology; poultry labeling; organic chicken; personality type; consumer behavior

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