The research reported here explored environmental terminology and scale use with farmers/ranchers, and the article provides tips for Extension educators in communicating with these audiences. Following analysis and critique of various environmental scales by six cattle ranchers, a revised environmental scale was developed and tested as a predictor of conservation behavior. A mail survey was administered to 1,000 ranchers, and a 60.2% response-rate was received. Results offer recommendations in measuring environmental identity as well as insight to perceptions of terminology related to environmental issues by farmers/ranchers.
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Brain, R. G., Irani, T. A., & Monroe, M. C. (2013). Researching and Communicating Environmental Issues Among Farmers and Ranchers: Implications for Extension Outreach. The Journal of Extension, 51(3), Article 22. https://doi.org/10.34068/joe.51.03.22