The Role of Value Orientations and Media Attention in Predicting the Personal Norm and Public Intention to Consume Produce of Urban Farms

Urban Farm DB summary

This study examined the relationships among technological optimism, biospheric values, attention to media content on urban farming risks and benefits, and norm-activation constructs in predicting the intention to consume urban farm produce. A cross-sectional survey in Singapore (N=1209) found that technological optimism and biospheric values influenced attention to media content. These variables, in turn, influenced personal norms and consumption intention through the norm-activation constructs.