Dataset for Farm Communication and Public Perception: Organic and Sustainability as Communicative Strategies

This between-subject experiment used a 2 (presence or absence of key words associated with sustainability) x2 (presence or absence of a USDA organic certification label) factorial design. Participants were randomly exposed to one condition out of four. The experiment was created on Qualtrics. MTurk, Amazon’s crowdsource platform that recruits participants, was used to distribute the survey. 360 responses were initially collected and 318 were kept for analysis (N=318).

本研究采用被试间2×2析因实验设计，自变量分别为「与可持续性相关的关键词是否出现」与「是否带有美国农业部（United States Department of Agriculture，USDA）有机认证标签」。被试被随机分配至四组实验条件中的一组。本实验基于Qualtrics平台搭建，采用亚马逊旗下用于招募被试的众包平台MTurk分发问卷。初始共回收360份问卷，最终保留318份用于数据分析（N=318）。