Journal of Mass Communication & Journalism

Kelsey Hall

Publications

• Research Article
  Addressing Marketing Issues for Community Supported Agriculture Using Community-Based Social Marketing
  Author(s): Kelsey HallKelsey Hall
  
  More farmers are meeting consumers’ demands for locally grown food by selling their agricultural products through community supported agriculture (CSAs). CSAs experience a high annual attrition rate of their shareholders. The researchers administered an online survey to shareholders of three [state] CSAs to identify their motivations, their attitudes and values toward the environment, and their level of community attachment. Shareholders desired fresh food products free of pesticides and desire to support local community members who grow food. For environmental attitudes, shareholders believed humans abuse the environment and the balance of nature is delicate and easily upset. Communicators and farmers could use the information to develop community-based social marketing campaigns that recruit new individuals to join a CSA and retain existing shareholders. Additional research wa.. Read More»
  DOI: 10.4172/2165-7912.1000322

  Abstract PDF