Food system communicators are challenged to inform the public about food consumption in a way that addresses consumer interests and values. Consumers are increasingly concerned about the environmental risks of food production and may be seeking local food as a more sustainable option than conventional food. Online food purchasing is expanding the options and information available to consumers. Identifying the value of environmental impact measures accompanying local food online provides insight into food marketing strategies for different audiences. The purpose of this research was to predict the importance of environmental impact measures for individuals purchasing local food online given their information seeking, subjective norms, and perceived connection between local food and climate change mitigation. Data were collected using a web-based survey of 906 respondents from Florida, Georgia, and Alabama. Findings revealed respondents tend to think local food contributes to climate change mitigation, and environmental impact measures should account for their information seeking, subjective norms, and perceived connection between local food and climate change mitigation. Transparency about local food environmental impacts may inform consumer decision making about food consumption. This study adds to the literature on perceived risk related to agri-food systems and calls for an exploration of information seeking with online grocery purchasing.

University agricultural educators are challenged to employ innovative approaches to prepare undergraduates in agriculture and natural resources to address complex global problems while understanding interconnected systems. Undergraduates, current members of Generation Z (Gen Z), prefer environmental sustainability and innovation, but solutions for addressing these preferences in educational settings remain elusive. Exploring Gen Z’s environmental consumption values and how those values relate to their systems thinking tendencies may provide university educators with insights on how to best educate Gen Z students. The purpose of this study was to examine the association between Gen Z students’ green consumer values and systems thinking tendencies. Data were collected using a web-based survey instrument of 68 undergraduate students at the University of [state]. Findings revealed respondents somewhat agreed they had green consumer values and respondents often used systems thinking when seeking to make an improvement. A Spearman’s rank-order correlation coefficient indicated a positive, yet weak, association between systems thinking tendencies and green consumer values. The association necessitates further exploration. University agricultural educators should incorporate systems thinking educational tools into classrooms so Gen Z students can effectively engage in systems thinking when addressing complex agricultural issues, like sustainability. Additional implications for systems thinking teaching are explored.

In an era marked by widespread access to information and debates over truth, the need for scientific and agricultural knowledge has become increasingly crucial. This study examined the demographic characteristics and baseline science and agricultural knowledge scores of respondents in Georgia using a non-probability, purposive sampling approach delivered through a Qualtrics survey. Results showed significant variation in science knowledge scores based on ethnicity, generational age, education, income, political ideology, and political affiliation, with higher scores among Boomers and the Silent Generation, individuals with graduate or professional degrees, and those with higher incomes. Gender differences in science knowledge were not statistically significant. Agricultural knowledge scores, however, varied significantly by gender, generational age, education, and political ideology. Female respondents, Boomers, and those with graduate or professional degrees scored highest, while no significant differences were observed based on ethnicity, income, or political affiliation. The findings highlight the importance of demographic factors in shaping science and agricultural literacy and emphasize the need for targeted educational policies and public outreach efforts. Addressing these disparities is critical for fostering a greater understanding of complex scientific and agricultural issues in society.

Agricultural marketers and grocery retailers are tasked with developing effective online marketing of local food products as consumer purchasing preferences shift. Local food sales are increasing through intermediated channels including grocery stores, and consumers are turning to online grocery shopping for their food purchases. Exploration of consumer preferences for visual and textual elements of an online local food product can provide marketing practitioners with strategies to optimize the purchase intent for local food among diverse audiences. Consumers are demonstrating interest in sustainability and information about food production, yet limited research has applied these interests to explore preferences for how local food is presented online. The purpose of this study was to explore consumer preferences for an online grocery design displaying local strawberries, and their purchase intention for local strawberries after viewing one of three designs. An online survey of 906 respondents from Florida, Georgia, and Alabama was used to collect data. Findings revealed that most individuals (42.9%, n = 389) prefer the online design with added information about environmental impact measures associated with local strawberries. However, there were demographic differences in preferred attributes of an online grocery design, and purchase intent was similar for local strawberries regardless of the design. Agricultural marketers should incorporate audience segmentation principles when customizing online grocery platforms for different individuals. Consumers should be presented with their preferred online design according to influential demographic variables and the type of grocery market providing the product. Additional recommendations for agricultural marketers and grocery retailers are provided.