The domestic agricultural and food industry has increasingly distanced itself from the non-agricultural population in recent decades, due, among other things, to rapid agricultural technological developments and the associated decline in the number of employed workers in the agricultural sector. In the population's imagination, the process of food production is often characterized by an “ideal” world that is only connected to the reality of the agricultural production process in the broadest sense. Building on this knowledge, the question arises as to what the current image of agriculture is among the population.
study
In order to answer this question, a study was carried out that examined the current status of the population with regard to the image of agriculture in three Styrian regions.
Over 80% of the people surveyed (n=603) stated that they perceived local agriculture positively or very positively, with the assessment of the importance of agriculture for the population being second only to the health care system. Food production is seen as the central task, followed by landscape management and animal welfare. The results further show that over 70% of the people surveyed are interested or very interested in current agricultural topics, with interest increasing if people in their own family are active in the agricultural sector.
Perception of agriculture
The survey participants see a particular need for discussion in the areas of animal protection, fertilization and regional origin of goods. The most important attributes that a farmer should have are: environmental awareness, good training and flexibility. According to the survey participants, local agriculture is characterized by hard work, the production of quality products, a down-to-earth attitude and a closeness to nature. A practical representation of agriculture in advertising as well as educational work among children and young people are seen as the main measures to positively influence the image of agriculture.
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