This study explored Americans’ concerns regarding farmers, ranchers and food issues during the COVID-19 pandemic. It focused on research questions related to concerns across crisis stages about food prices, concern for those who produce food and understanding the role of value-based and values-based changes across crisis stages.
Surveys were administered during four different periods to answer the research questions using the framework of Fink’s (1986) four-stage crisis model. Descriptive statistics, t-tests and ANOVA were used to examine differences in concern levels based on value-based characteristics like income and generation and values-based characteristics like political alignment and beliefs and proximity to those at higher risk for COVID-19.
Concerns about farmers and ranchers peaked during the acute phase but declined during the chronic stage, while concerns about food prices were highest in the resolution phase. Generation X and Millennials, particularly those with children or grandchildren, expressed the most concern about rising food prices, while Generation Z displayed the lowest concern for farmers and ranchers. Generational differences were the greatest cause of differences in concern during all phases, adding to the understanding of defining generations based on values and perceptions around sustenance and the people who supply sustenance to the world.
This study uniquely applied the four-stage crisis model to the agri-food system and Americans’ concerns for food prices and farmers during crisis phases. By incorporating value-based and values-based characteristic differences, the study revealed specific patterns in public concern, providing insights into agri-food system resilience, communication strategies and crisis perceptions.
