Opinion Leaders' Influence on College Students' Perceptions of the National Animal Identification System

Abstract

The purpose of this study was to determine opinion leaders’ (as information sources) influence on college of agriculture students’ awareness, knowledge, and perceptions of the National Animal Identification System (NAIS). An online survey was used to collect data. Students (N=92) were somewhat aware of the NAIS, and were knowledgeable about general NAIS concepts. Students’ NAIS perceptions and awareness were positively associated. University professors, Internet, and family members were preferred information sources. Opinion leaders influenced students’ awareness and perceptions of the NAIS. The influence from Cooperative Extension, private organizations, and university professors was moderately correlated with students’ awareness of the NAIS. The role of university professors as information sources highlighted the significance of the two-step flow of communication in influencing students’ perceptions of the NAIS. Hypotheses tests confirmed the existence of an indirect flow of information from mass media to opinion leaders, and then to a less informed public. University professors were more influential on students’ perceptions of the NAIS than were mass media (television, radio, newspaper, Internet, and popular magazines). University agricultural educators must be cognizant about the impact their beliefs have on students’ awareness and perceptions of agricultural issues.