Investigating consumer understanding of beef processing through informational multimedia platforms
Year: 2014
Type: dissertation
Study design: Clinical Trial
Abstract: Agricultural literacy is decreasing at a rapid rate, and consumer knowledge of the agriculture industry is imperative for the future of the agriculture industry. Multimedia messages are tools that can be used to teach the everyday consumer about various agricultural practices and products. The purpose of this research was to gain an understanding of consumer cognitive understanding in relation to the meat-animal harvesting process and the potential impact visual messages have on increasing their understanding. \nThe population consisted of adults from the surrounding Lubbock area. A quasi-experimental, post-test only control group design was executed, and 221 instruments were completed. Results indicated participants were diverse in their demographic attributes, as well as their experience in the agriculture industry and opinions toward beef. Analysis revealed that multimedia informational platforms, whether text, photographs and text, or video, increase low cognition in consumers. Further research is needed to indicate whether multimedia informational platforms increase high cognition in regard to the beef harvesting process.
Author: Faith Jurek
Language: English
Domain: Life Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W2256480170