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
Cox, Casandra K.
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