Trust in Sources of Soil and Water Quality Information: Implications for Environmental Outreach and Education

Abstract

Public trust in organizations focused on improving environmental quality is important for increasing awareness and changing behaviors that have water quality implications. Few studies have addressed trust in soil and water quality information sources, particularly for both agricultural and nonagricultural respondents of the same watersheds. Surveys in 19 watersheds across five states in the Midwest assessed trust in, and familiarity with, soil and water quality information sources. Overall, respondents most trusted University Extension, Soil and Water Conservation Districts, and the Natural Resource Conservation Service, while lawn care companies, environmental groups, and land trusts were less trusted. Significant differences in trusted sources were found between watersheds, and between agricultural and nonagricultural respondents across and within watersheds. Among agricultural respondents, a clear relationship exists between familiarity and trust; as familiarity with an organization increases, so too does level of trust. This relationship is less clear‐cut for nonagricultural respondents in this region. We highlight implications of these findings for soil and water quality outreach efforts.

Journal of Applied Communications, 2017, vol. 101, no. 2 Full Issue

“…The ultimate success of a non-profit organization relies on its ability to keep promises and act in favor of its supporters' best interests (Kang & Hustved, 2014). The lower levels of trust in for-profit organizations compared to government organizations and non-profit organizations is consistent with some study results (Auger, 2011;Martin et al, 2016;Mase et al, 2015), but not with the results of Ruth (2015), which indicated comparable levels of source credibility between government and for-profit organizations when communicating about genetically modified food.…”

“…For an organization to communicate effectively with the public, trust is a necessary component. (Brewer & Ley, 2013;Lang, 2013;Martin et al, 2016;Mase et al, 2015;Ruth, 2015). If members of the public lack knowledge and rely on trusted organizations to shape their decisions (Brossard & Nisbet, 2007), understanding the public's trust of organizations that communicate about agricultural and natural resources issues is imperative.…”

“…Agricultural communicators need to understand which organizations members of the public trust to understand which organizations will be the most successful when communicating about agricultural and natural resources issues. While previous studies have assessed and compared trust of organizations related to agricultural and natural resources issues (Auger, 2011;Brewer & Ley, 2013;Lang, 2013;Mase et al, 2015;Martin et al, 2016;Ruth, 2015), none of those studies assessed multiple issues with a nationally representative sample.…”

“…As the agricultural industry continues to struggle with the public's lack of knowledge and awareness members for agricultural and natural resources issues, it is important that the awareness, knowledge, and trust of organizations communicating about agricultural and natural resource issues continue to be assessed (Brewer & Ley, 2013;Frick et al, 1995;Kovar & Ball, 2013;Mase et al, 2015;Meischen & Trexler, 2003). By understanding levels of awareness, knowledge, and trust of organizations that communicate about agricultural and natural resources issues, the industry can better understand how to improve communications and consumer understanding in the future.…”

Public Knowledge and Trust of Agricultural and Natural Resources Organizations

“…Lang (2013) found that environmental non-profits were trusted by the U.S. public more than governmental and for-profit organizations, which had similar levels of public trust. Mase, Babin, Prokopy, and Genskow (2015) assessed Midwesterners' trust for information about soil and water quality, finding Extension was trusted the most, followed by government agencies, non-profit organizations, and for-profit organizations. Martin et al (2016) assessed Coloradoans trust of agricultural and food information from various types of sources and found universities were trusted the most, followed by governmental agencies.…”