Cultivating Credibility: An Examination of Information Sources That U.S. Wheat Producers Trust and Their Intent to Adopt Scientific Information in the Context of Tillage and Cover Crop Practices

Abstract

My study sought to measure wheat producers’ perceived source credibility of research scientists, Extension scientists, industry scientists, and scientists with no specified field, and the likelihood of wheat producers’ adopting information about reduced and no-till practices and cover crop practices from these sources. To examine this issue, I developed a survey instrument and collected descriptive data from a sample of U.S. wheat producers (N = 46) using email lists. Research Question 1 sought to determine the information sources wheat producers perceive as credible when making decisions about soil conservation practices. Study results suggested that participants perceive Extension professionals as the most credible. Research Question 2 sought to determine how source credibility, scientific goodwill, and adoption of information changed when research scientists, Extension scientists, and industry scientists communicate about reduced and no-till practices, and Research Question 3 sought to determine the same about cover crop practices. Results suggested that participants in all groups perceived the scientists to have some credibility, and there were relatively small differences between information sources when it came to credibility, goodwill, and willingness to adopt information from scientists. Research Question 4 sought to determine who wheat producers define as a “scientist” when seeking information about tillage and cover crop practices. Results suggested that participants perceive researchers and Extension professionals as “scientists” but do not perceive technical staff or researchers from government agencies as scientists. Research Question 5 sought to understand wheat producers’ perceptions and attitudes about adoption of soil health practice. Results indicated that participants had relatively positive views of soil health practices and understood the benefits that soil health benefits offer. Due to a low response rate of my study and studies similar to mine, I discussed the challenges and repercussions of non-response, particularly with agricultural and rural populations. Based on these results, I conclude with several practical recommendations: (1) industry professionals should continue to establish relationships with agricultural producers in their community to foster credibility; (2) researchers and practitioners alike should differentiate their methods from surveys and find different ways to collect information from agricultural and rural populations; and (3) given the recruitment challenges I experienced, it is imperative to find new ways for researchers and practitioners to work together and share data.