Abstract #M65

Section: Bioethics
Session: Bioethics
Format: Poster
Day/Time: Monday 7:30 AM–9:30 AM
Location: Gatlin Ballroom
# M65
Consumers know food, but they don’t know ag (how does that work?).
Ann Cummins*1, Nicole Widmar1, Candace Croney1, Joan Fulton1, 1Purdue University, W. Lafayette, IN.

This research examined a gap in some consumers’ minds between being educated food consumers and being educated about agriculture. This research uses data from a survey that is representative of national household consumers in terms of age, sex, income, and region of residence, with a sample size of 1004. This research identified that to some consumers, being educated about food consumption did not necessarily mean being educated about agriculture. Results include that 37% of people thought they were educated about agriculture but 76% thought they were educated about food. Food consumption and agriculture are connected to one another, but how are we as food providers communicating if in many consumer minds being educated about food and educated about agriculture is not the same. This research examines individuals self-reported level of education about food consumption and education level about agriculture. We examine the differences in these self reported values and demographics, knowledge and perception about as livestock production, and personal consumption behaviors. This research examines the demographic, educational, and perceptions of livestock operation differences that are associated with the different groups, including, those who self-identified as more educated about agriculture than food, those who self-identified as very educated about both food and agriculture, and those who self identified as being more educated about agriculture than food. The methods used for this analysis were both Spearman and Pearson correlations, cross tabs and z-scores (all completed in SPSS). The majority of respondents, 51%, self-reported being more educated about food consumption than agriculture, 2.7% of respondents indicated that they were more educated about agriculture than about food consumption, and 35% of respondents indicated that they consider themselves to be highly educated about both food consumption and about agriculture. Of those who reported to be more educated about food consumption than agriculture, we see that they tend to be female, older in age, not a pet owner, and not visiting tourist attractions.

Key Words: consumers, education, perceptions of agriculture