Fairgoers' Attitudes Toward Livestock Fair Exhibits at the California State Fair

Abstract

Public and policy maker understanding of agriculture and natural resources is a national research priority set forth by the American Association of Agricultural Education. Due to a geographic distancing from agriculture, consumers' ability to obtain firsthand knowledge of agriculture may be limited to a handful of experiences such as local, county, and state fairs. Therefore, agriculturalists' opportunities to communicate with the public about agriculture production may be limited to these experiences. Youth who exhibit at these shows fill a unique gap in the agricultural education system. While a large body of research exists about agricultural literacy among youth and adult groups, few studies exist about consumer attitudes toward youth livestock fair exhibits. The study employed a survey research method using semantic differential scales in a then/now approach. Fairgoers, who had been through the youth livestock exhibits at the California State Fair, were asked about their attitudes toward the exhibits. Participants' recorded their attitudes toward the exhibits, both then and now, after viewing the exhibits. Overall, findings indicate then attitudes about the youth exhibits were positive, and after viewing the exhibits, now attitudes were even more positive. Viewing the livestock exhibits positively impacted participants' attitudes about the youth livestock exhibits.