Date of Graduation


Document Type


Degree Name

Master of Science in Agricultural & Extension Education (MS)

Degree Level



Agricultural Education, Communications and Technology


Casandra K. Cox

Committee Member

Rucker, K. Jill

Second Committee Member

Miller, Jefferson D.


Arkansas, Consumer, Genetically Modified, GMO, Social Media


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.