This study builds upon previous work suggesting food may increase concerns about climate change, even across political ideologies. Previous work examined whether reading about climate impacts on food increased concern about climate change, compared to reading about climate impacts on weather. The current paper goes beyond reading about climate impacts, to explore the potential for food experiences, such as tasting novel ice cream, to increase people's concerns about climate change. The literature has shown science curiosity and political ideology often influence public concern about climate change, but there is little study examining food experience. Participants at multiple local outdoor events and university students were offered a free 2-ounce sample of the Layers of Life ice cream, inspired by a local museum exhibit of the same name. The ice cream sample and story about the ice cream served was an engagement, or “hook” for encouraging the public to speak with researchers about climate change. After tasting the ice cream, participants were asked if they were willing to complete a survey, assessing science curiosity, psychological food involvement, and concern about climate change, as well as key demographics. Despite the novel food experience, our results show political ideology still heavily influences concerns about climate change, but science curiosity and dimensions of identity associated with food involvement also contribute to these concerns. Identity dimensions with food involvement may be a helpful way to promote more concern and thus action for climate change.

AbstractThe impacts of climate change continue to magnify, having devastating effects on populations across the world. Despite the mounting evidence that climate change will continue to intensify and it is due to human activities, humanity is slow to act. To encourage wider action among the public, this chapter discusses the use of food to tell the story of climate change, a growing yet underexplored area of research. The chapter first discusses the current state of food and climate change as an engagement tool. Next, the chapter describes how both food storytelling can overcome some of the challenges within the field of climate change communication. Lastly, the chapter provides examples of how food storytelling techniques can enhance engagement with climate change solutions and shift eating patterns.

Connecting local food producers with consumers is useful for ensuring individuals have access to healthy, fresh, foods.Small farmers, however, lack the resources to effectively connecting with consumers through traditional forms of marketing.Marketing to consumers through social media is a low-cost method that local food producers can use to promote their products.Creating engaging content on social media can be challenging, thus there is a need for guidance on how to effectively engage with local consumers through social media.Studies in advertising have shown dimensions of warmth and competence can be useful frames for engaging consumers across a variety of consumer goods.In this study we ran a nationally representative survey (n = 966) with an experimental component to determine if videos were an effective method of connecting with consumers, and if so, how this varies across demographics.We further investigated whether aspects of warmth of competence influence consumer willingness to purchase locally produced foods.We find warmth does have a small effect on consumer perceptions of local foods and videos help reduce the lack of familiarity of a farm, a barrier to purchasing local foods.Consumers across demographics demonstrate high levels of interest in purchasing local foods yet access to continues to be a barrier to purchasing.Additionally, we find consumers are willing to purchase locally produced foods at a higher price if available in more convenient locations, such as grocery stores, provided they were clearly labeled and from a farm that is familiar.

Whether you go for some mixed greens, a traditional Caesar, a classic iceberg wedge, or something of your own creation, the salad is a common way to start a meal. The crisp, tangy flavors stimulate the appetite. Of course, you can eat a salad at any point during the meal, or even ...

Farmers, food businesses, and scientists are doing their part. Now let’s turn to what each of us can do. Knowing that climate change poses increasing risks to the foods and beverages we need and love, we must adapt and cut greenhouse gas emissions in every way possible. Those of us living in rich nations such as the United States are the biggest contributors to climate change and are best positioned to tackle it....

Peer learning programs in forestry are a valuable resource for woodland owners, yet many forestry outreach programs in the U.S. and Europe are underutilized. Recent literature has suggested that current models peer learning and outreach programs could benefit from adopting a service-dominant logic, which centers on value creation through exchange, such as trusted peer relationships. This study employs a service dominant logic approach to examine the peer-to-peer experience between woodland owners and Master Forest Owner (MFO) Volunteers, a peer learning program offered through Cooperative Extension in New York State. A quantitative survey was administered to woodland owners that previously had a visit with a peer volunteer in the last ten years. Additionally, this study examined whether or not “peerness,” or a shared sense of similar practical tasks, contributed to the peer learning experience and any decisions woodland owners made after a visit with an MFO. The results from this study support a service-dominant logic approach to future marketing and outreach campaigns to draw more woodland owners to the program. Furthermore, we found that the co-creative value and trust produced during the peer-to-peer learning experience via the service-dominant lens overrides any potential differences among peer volunteers and woodland owners, in terms of perceived “peerness.”

This book unpacks the increasingly complex relationships between food and climate change. Whether you're a chef, baker, distiller, restaurateur, or someone who simply enjoys a good pizza or drink, it's time to come to terms with how climate change is affecting our diverse and interwoven food system. The book offers an eye-opening journey through a complete menu of before-dinner drinks and salads; main courses and sides; and coffee and dessert. Along the way, the book examines the escalating changes occurring to the flavors of spices and teas, the yields of wheat, the vitamins in rice, and the price of vanilla. The story is rounded out with a primer on the global food system, the causes and impacts of climate change, and what we can all do. The book is a celebration of food and a call to action—encouraging readers to join with others from the common ground of food to help tackle the greatest challenge of our time.

We live in a small space. Though the earth can seem vast, as can the endless skies above, in fact we exist in a wafer-thin layer of the atmosphere averaging about 7 mi. (11 km) above sea level.1 That’s it. A very thin layer—think apple peel—on a planet that has been not too hot, not too cold, but just right for the past ten thousand years....

This chapter explores key examples of the progress being made and work to be done in solving the challenges facing our menu. It begins with what farmers and ranchers are doing, such as climate-smart farming, conserving the soil, diversifying to reduce risks, and adopting new technologies. Those in the business of food are also changing to remain resilient and stay in business. And finally, scientists are developing hardier crops that tolerate the new stresses wrought by climate change. The chapter then considers what we can do. It is important to become informed, be climate-change literate, speak up about climate change and make it part of the regular dialogue, reduce food waste, switch to a more plant-based diet, and support those who stock the menu — fisher, farmer, and rancher.

This study examines tweets ( N = 1,103,119) sent by 638 US politicians regarding climate change ( N = 10,135). Using data reflecting the risks faced and opinions held by their constituents, the extent to which politicians lead—tweeting about climate change for those most at risk, called trusteeship—or follow—tweeting about climate change for those who are already concerned, called playing to the crowed—is examined. Results reveal that while Democrats generally tweet about climate change more often than Republicans, within each party, tweeting frequency is mostly explained by the level of concern in a politicians’ constituency. Objective risks faced by constituents play no role. Analysis of behavior across different office levels—federal, state, and local—also shows that while federal politicians are more partisan, state and local politicians play to the crowd to a greater degree. Analysis of the tweets shows the politicians’ unequal engagement leads to over-representations of some topics (e.g., “calls for action”) and under-representations of other topics (e.g., criticizing fossil fuels and deniers).

When we gather around the table, one dish, the main course, is often central to the meal. We plan our side dishes around it, we pair our beverages with it, and our eyes light up when it finally arrives on the table. Typically, that main attraction includes animal protein, and as incomes continue to rise around the world, so, too, will the demand for meat. Climate change is affecting the animals we eat—and some of the animals we eat are also driving climate change....

This chapter describes where the food we love and need comes from and how it gets to our table. The fresh vegetables we enjoy may come from a local farmers market, the grapes from California, tree nuts from Vietnam, coffee from Brazil, spices from India, and fish from the Bering Sea, to name a few. This global interconnected and interdependent food system that feeds us also provides 40 per cent of global employment and accounts for 10 per cent of consumer spending. But it faces increasing risks from a changing climate. With a global view of the food system as a foundation, the chapter then considers how the many changes in the climate are affecting plants, the basis of life. Plants require the right temperatures, water, soil, air, and sunlight. All of these requirements except sunlight are changing, with subtle to profound implications. The air now has more of the greenhouse gas carbon dioxide, which means that most plants will grow faster and bigger, but any benefit will be offset by stress from increasing heat and drought. The chapter also looks at how the changing climate affects pests, pollinators, and the food supply chain.

Our main dishes often come with a side dish or two, maybe a potato, some creamy polenta, or another grain, such as quinoa, faro, or barley. This chapter takes a closer look at some of the grains, starches, and vegetables we put on our tables every day, or even at every meal....

Abstract Woodland management is critical for ensuring forests are sustainably managed, yet few forest landowners have management plans and are often unsure of where to turn for advice. In New York State, the Master Forest Owner (MFO) Volunteer program provides free support from trained volunteers, however participation in the program has declined since 2012. To encourage engagement with the program, we pilot tested a message consisting of descriptive norm, benefit appeal, and individual self-frame via a direct mail campaign. Compared to a control message, requests for visits with MFOs increased from receiving the treatment message via a cost-effective postcard.

This chapter studies how the menu is changing, highlighting key ingredients along the way, such as hops for beer, olive oil for salads, beef as a main course, rice as a side, and vanilla for desserts. Grains for beer are faced with excessive heat; changes in water quality and quantity are affecting spirits; and wine grape production is shifting to cooler climes. Salads are not immune, with avocados and olives facing more stressful higher temperatures and water shortages. The main course follows, with emphasis on beef, poultry, and fish as well as side dishes, and the chapter looks at how they are facing increased risks from a changing climate. The meal is finished with desserts and coffee. Eight million tons of chocolate is enjoyed worldwide, along with milk products like ice cream and cheese. The problems? Hot cows give less milk; intensifying storms in Madagascar disrupt production of vanilla; and our beloved coffee is at more risk because of spreading pests.

Humans have evolved to prefer sweet flavors, and desserts satisfy that natural desire for sweet foods that provide energy and essential nutrients.1 Fancy cakes and confections also stir our imaginations. Dessert is the highlight of the meal, a true celebration of chemistry and food that turns milk, sugar, chocolate, eggs, and other simple ingredients into dishes that delight the eyes as well as the taste buds....

This paper examines the feasibility of developing a new Master Volunteer training program to help communities adapt to and mitigate the impacts of climate change. Traditional models of volunteer training programs, such as the Cooperative Extension Master Volunteer peer-to-peer learning model, are based in part on Diffusion Theory. The existing model of education could provide a useful base upon which to develop a volunteer training program about climate change but requires more depth. Data were collected using a mixed-method approach, consisting of focus groups and a survey among key stakeholders associated with the Cooperative Extension Service in the Northeastern United States. The results demonstrate the need for a climate change Extension volunteer training program, one that extends beyond the traditional deficit model of information sharing and is developed with a comprehensive theoretical approach to climate change education that focuses on collective action, as opposed to individual action. Based on emergent themes, this paper presents a theoretical framework for a new volunteer training program based on Social Practice, Sense of Community, and Self-efficacy theories. The proposed program could be successful, provided it encompasses a learning model that fosters social practices, feelings of a sense of community, and builds self-efficacy.

As scientists warn that climate change threatens to disrupt global agricultural systems, there is a need to better understand how the public thinks about the impacts of climate change on food. Building on prior research demonstrating interactive effects of knowledge (e.g., issue understanding and educational attainment) and political party identification in public concern about climate change, we analyze data from 816 respondents drawn from a national probability survey of U.S. adults (fielded September 4–December 10, 2018) to examine whether these factors would similarly predict concern about climate change impacts on food choice, specifically. Indeed, we find that knowledge variables more strongly predict concern among Democrats than Republicans. These general patterns persist in models featuring political ideology (liberalism-conservatism) instead of party identification, and when we control for belief in climate change and other demographic variables (age, gender). Results shed light on the dynamics underlying public concern about projected consequences of anthropogenic climate change that carry widespread implications for food security, public health, and nutrition around the globe.

Purpose This study aims to investigate the potential of the coffee drinking experience as an engagement tool for climate change. Review the current state of the coffee drinking experience, define it and examine links to climate change communication practices. The argument for the coffee drinking experience as a method for engaging the public on climate change is presented. Design/methodology The case study method was used to analyze a small number of existing research on the coffee drinking experience. This method is used to define the coffee drinking experience and identify examples in which it could be leveraged for engaging consumers in climate change. Findings The emotive and multi-sensory aspects of the coffee drinking experience, combined with the informal atmosphere of the coffee houses provide a non-threatening environment for discussing complex ideas. This study finds there is scope for further exploration and research on the coffee drinking experience as a tool for public engagement with climate change. Research limitations/implications - This paper is limited in that it is only an initial exploratory study and has not reached the empirical stage yet. It is further limited to the analysis of secondary data. Originality Social science in general and experiential marketing specifically has yet to examine the ability of food or drinking experiences as an engagement tool for climate change.

This chapter addresses the need for novel approaches to public engagement on climate change by examining the coffee-drinking experience as a potential marketing tool for increasing awareness. It provides a conceptual exploration of the experiential marketing approach to the coffee-drinking experience and wellbeing within the context of climate change. The chapter presents the coffee-drinking experience and perceptions of wellbeing in the American mind. It discusses a conceptualization of applying experiential approaches to marketing pro-social behaviors to connect consumers with societal problems such as climate change. The coffee-drinking experience is considered to be either hedonic or utilitarian and is associated with both stimulation and sensory enjoyment. The emergence of Seattle and the coffee culture built in-place attachments with coffee consumption. Modern-day coffee consumption takes on a symbolic meaning centered around stimulation, sensation, and socialization. The positive emotions associated with the coffee-drinking experience extend to overall wellbeing.