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Rola Mediów w Kształtowaniu Wizerunku Polskiego Rolnictwa z Perspektywy Rolników

Author

Listed:
  • Runowski, Henryk
  • Kramarz, Paulina

Abstract

Celem badań była weryfikacja poglądów rolników na temat wpływu różnych rodzajów mediów na wizerunek polskiego rolnictwa. Do grupy rolników korzystających z mediów społecznościowych skierowano kwestionariusz ankiety. Z uzyskanych 147 odpowiedzi wynika, że badani rolnicy negatywnie oceniają wpływ mediów tradycyjnych na wizerunek polskiego rolnictwa. Pozytywnie odbierano treści prezentowane za pośrednictwem mediów społecznościowych. Sposób, w jaki media przedstawiają aspekty działalności rolniczej i zawód rolnika w kontaktach z klientem detalicznym okazały się istotniejsze dla rolników prowadzących gospodarstwa o mniejszej powierzchni (36% respondentów oceniło tą kwestię jako istotną). Respondenci dostrzegli znaczenie obecności w mediach społecznościowych, jednak najczęściej wskazywano na istotność pozyskania zaufania klientów (73%). Obecność w mediach społecznościowych była szczególnie ważna dla rolników prowadzących gospodarstwa o mniejszej powierzchni, czyli tych, którzy częściej rowadzili sprzedaż detaliczną. Na rosnącą świadomość potrzeb współczesnych konsumentów wskazuje wysoki odsetek respondentów twierdzących, że budowanie relacji z klientami wymaga rzetelnego informowania o cechach produktów (53%), dbaniu o stan środowiska naturalnego (46%) i dobrostan zwierząt (37%).

Suggested Citation

  • Runowski, Henryk & Kramarz, Paulina, 2024. "Rola Mediów w Kształtowaniu Wizerunku Polskiego Rolnictwa z Perspektywy Rolników," Roczniki (Annals), Polish Association of Agricultural Economists and Agribusiness - Stowarzyszenie Ekonomistow Rolnictwa e Agrobiznesu (SERiA), vol. 2024(3).
    • Handle: RePEc:ags:paaero:348661
    DOI: 10.22004/ag.econ.348661
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    References listed on IDEAS

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    1. MO Fan & CHEE Weiming, 2023. "A Study of Regional Image of Agricultural Product Impact on Purchase Intention," Journal of Social Science Studies, Macrothink Institute, vol. 10(1), pages 248-248, June.
    2. Pei-An LIAO & Hung-Hao CHANG & Junlin HE & Kannika SAELIW, 2017. "Diversification of marketing strategies among small farms: empirical evidence from family farms in Taiwan," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 63(11), pages 493-501.
    3. Johanna Pfeiffer & Andreas Gabriel & Markus Gandorfer, 2021. "Understanding the public attitudinal acceptance of digital farming technologies: a nationwide survey in Germany," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 38(1), pages 107-128, February.
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