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Identifying Factors Driving US Citizens’ Preferences about Multifunctional Agriculture

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  • Moon, Wanki
  • Chang, Jae Bong
  • Asirvatham, Jebaraj

Abstract

This paper examines US citizens’ preferences about the notion of multifunctional agriculture using survey data collected by the Ipsos-Observer in 2007. The survey provided a box of information about multifunctional roles of US agriculture to respondents and sought to measure their attitudes and perceptions about various components of multifunctional agriculture. Data analysis showed that considerable segment of US citizens agreed that US agriculture produces an array of nonmarket goods and services in addition to marketed commodities. In particular, US citizens rated national food security as the most important multifunctional role of US agriculture when compared to cultural heritage, farmland amenities, or vitality of rural communities. Regression analysis demonstrates that perceptions about environmental services and national food security make the strongest contribution to explaining US citizens’ attitudes toward multifunctional agriculture.

Suggested Citation

  • Moon, Wanki & Chang, Jae Bong & Asirvatham, Jebaraj, 2016. "Identifying Factors Driving US Citizens’ Preferences about Multifunctional Agriculture," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230032, Southern Agricultural Economics Association.
    • Handle: RePEc:ags:saea16:230032
    DOI: 10.22004/ag.econ.230032
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    File URL: https://ageconsearch.umn.edu/record/230032/files/2016SAEA_AgEconSearch_multifunctionalagriculturet_SanAntonio_January22_2016.pdf
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