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Which communication channels shape normative perceptions about buying local food? An application of social exposure

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  • Laura Witzling

    (Iowa State University)

  • Bret Shaw

    (University of Wisconsin-Madison)

  • David Trechter

    (University of Wisconsin-River Falls)

Abstract

We examined how information from multiple communication channels can inform social norms about local food purchasing. The concept of social exposure was used as a guide. Social exposure articulates how information in social, symbolic, and physical environments contributes to normative perceptions. Data was collected from a sample in Wisconsin. Results indicated that information from communication channels representing symbolic, social, and physical environments all contributed to normative perceptions. We also found that for individuals who frequent farmers’ markets, information from some communication channels was relatively less strongly associated with injunctive norms. It may be that when first-hand, experiential information is available to inform norms, individuals rely less on information available through other communication channels. Future work might further explore how farmers’ markets foster information sharing in communities, as such information may contribute to normative perceptions.

Suggested Citation

  • Laura Witzling & Bret Shaw & David Trechter, 2019. "Which communication channels shape normative perceptions about buying local food? An application of social exposure," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(3), pages 443-454, September.
    • Handle: RePEc:spr:agrhuv:v:36:y:2019:i:3:d:10.1007_s10460-019-09926-1
    DOI: 10.1007/s10460-019-09926-1
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