CCIG's first research project has been accepted for presentation to the annual meeting of the Southern Rural Sociological Association, February 3-7, Mobile, Alabama, 2007.

Seungahn Nah, Kathryn Ellis, Donna Hancock, Jesse Horn, Randy Weckman

The Internet and Farmers’ Markets:
The Impact of Structural Pluralism on the Internet Adoption by Farmers’ Markets

Abstract

Community structural pluralism, defined as the degree of diversification within the community, has been of importance to the relationship between structural features and their impact on community organizations’ activities. Relying on the theory, this study examines how community structural pluralism can affect the Internet adoption by U.S. farmers’ markets. Data were collected using secondary data analyses from various sources, such as Marketing Services Branch of the United States Department of Agriculture (USDA) and US Census. Then, community structural pluralism index was created by a summary of the 50 U.S. states’ rank position on three characteristics, such as population, per capita income, and percent of residents with a bachelor’s degree or higher educational level. The result reveals that farmers markets in more pluralistic states have a greater ratio of Websites than ones in less pluralistic states. This study confirms the theory of community structural pluralism and its impact on the adoption of new communication technologies by community organizations.

Key words: Community structural pluralism, the Internet, and farmers’ markets