Results for Farm Forward - Certifications.xlsx


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8		Food Certification Study
9		Fieldwork Dates: 3rd - 7th September 2021
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25	Conducted by YouGov
26	On behalf of Farm Forward
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30	© YouGov plc 2025


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2		BACKGROUND
3		This spreadsheet contains survey data collected and analysed by YouGov plc. No information contained within this spreadsheet may be published without the consent of YouGov Plc and the client named on the front cover.
4		Methodology: This survey has been conducted using an online interview administered to members of the YouGov Plc panel of individuals who have agreed to take part in surveys. Emails are sent to panelists selected at random from the base sample. The e-mail invites them to take part in a survey and provides a generic survey link. Once a panel member clicks on the link they are sent to the survey that they are most required for, according to the sample definition and quotas. (The sample definition could be "US adult population" or a subset such as "US adult females"). Invitations to surveys don’t expire and respondents can be sent to any available survey. The responding sample is weighted to the profile of the sample definition to provide a representative reporting sample. The profile is normally derived from census data or, if not available from the census, from industry accepted data.
5		YouGov plc make every effort to provide representative information. All results are based on a sample and are therefore subject to statistical errors normally associated with sample-based information.
6		For further information about the results in this spreadsheet, please email realtime.us@yougov.com quoting the survey details
7		EDITOR'S NOTES - all press releases should contain the following information
8		All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1219 adults. Fieldwork was undertaken between 3rd - 7th September 2021. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
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10		NOTE: All press releases or other publications must be checked by YouGov Plc before use. YouGov requires 48hours to check a press release unless otherwise agreed.
11		- YouGov is registered with the Information Commissioner - YouGov is a member of the British Polling Council
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13		Any percentages calculated on bases fewer than 50 respondents must not be reported as they do not represent a wide enough cross-section of the target population to be considered statistically reliable. These figures will be italicised.


1	Farm Forward
2	Food Certification Study
3	US_nat Sample: 3rd - 7th September 2021
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5		Total	Gender		Age			Region				Race				Education				Marital Status											Parent or guardian of any children					Income				Social networks membership																		Grocery Decision Making			Frequency of Purchasing Humane Products
6		Total	Male	Female	18-34	35-54	55+	Northeast	Midwest	South	West	White	Black	Hispanic	Other (NET)	No HS, High school graduate	Some college, 2-year	4-year	Post Grad	Married	Civil Partnership	Living together, not married or civil partnership	In a relationship, not living together	NET: In a relationship	Single	Divorced	Widowed	Separated	Other	Prefer not to say	Younger than 18	18 or over	NET: Any age	Not a parent / guardian	Don't know / Prefer not to say	Under $40k	$40k to $79.9k	$80k+	Don't know / Prefer not to say	Facebook	Twitter	LinkedIn	Google+	MySpace	Pinterest	Tumblr	Instagram	Snapchat	Reddit	WeChat	Qzone	Meetup	Weibo	TikTok	Other	Don't know	Not applicable - I am not currently a member of any social networks	Sole Grocery Shopper	Share	No Responsibility	Monthly	3-6 Months	More than 6 months	Never
7	grocery_decision. Thinking about household grocery shopping, which of the following statements best applies to you?
8	Unweighted base	1219	587	632	385	338	496	151	239	524	305	707	165	198	149	503	376	220	120	521	20	74	31	646	329	109	71	24	12	28	285	388	638	515	66	406	340	287	186	917	451	316	56	74	316	80	466	227	154	36	15	33	24	158	87	7	111	609	503	107	649	161	71	338
9	Base	1219	593	626	369	339	511	217	256	459	287	737	146	191	145	491	377	222	129	526	20	73	28	648	329	111	72	22	10	27	280	396	642	514	64	398	345	292	184	917	451	317	57	74	312	76	460	220	150	33	15	32	24	151	85	7	109	613	504	102	652	161	73	333
10	I am the sole grocery shopper in my household	50%	45%	56%	42%	54%	54%	50%	51%	49%	51%	51%	56%	50%	43%	53%	44%	50%	61%	42%	42%	47%	47%	43%	56%	75%	70%	55%	11%	17%	63%	48%	55%	47%	36%	61%	50%	47%	33%	53%	52%	50%	56%	49%	49%	44%	49%	46%	40%	38%	32%	52%	42%	48%	58%	24%	48%	100%	-	-	52%	45%	49%	49%
11	I am in part responsible for grocery shopping in my household	41%	44%	38%	44%	40%	41%	41%	42%	42%	39%	44%	33%	39%	40%	38%	46%	44%	36%	52%	54%	46%	35%	51%	31%	22%	29%	31%	56%	60%	33%	46%	41%	43%	32%	33%	43%	44%	53%	41%	41%	46%	43%	40%	45%	48%	43%	44%	48%	44%	39%	45%	35%	42%	31%	51%	37%	-	100%	-	43%	46%	35%	38%
12	I am not responsible at all for grocery shopping in my household	8%	11%	6%	15%	7%	5%	9%	6%	9%	9%	5%	11%	11%	17%	9%	10%	6%	3%	6%	4%	7%	17%	6%	14%	2%	1%	14%	33%	23%	4%	5%	4%	11%	32%	7%	7%	9%	14%	6%	7%	4%	1%	11%	6%	8%	8%	10%	12%	18%	29%	3%	24%	11%	11%	24%	15%	-	-	100%	5%	9%	16%	13%
13	pp_religpew. What is your present religion, if any?
14	Unweighted base	1219	587	632	385	338	496	151	239	524	305	707	165	198	149	503	376	220	120	521	20	74	31	646	329	109	71	24	12	28	285	388	638	515	66	406	340	287	186	917	451	316	56	74	316	80	466	227	154	36	15	33	24	158	87	7	111	609	503	107	649	161	71	338
15	Base	1219	593	626	369	339	511	217	256	459	287	737	146	191	145	491	377	222	129	526	20	73	28	648	329	111	72	22	10	27	280	396	642	514	64	398	345	292	184	917	451	317	57	74	312	76	460	220	150	33	15	32	24	151	85	7	109	613	504	102	652	161	73	333
16	Protestant	25%	24%	25%	17%	20%	34%	18%	31%	27%	21%	30%	20%	15%	15%	20%	26%	31%	28%	30%	13%	20%	9%	28%	20%	20%	38%	9%	7%	19%	21%	34%	28%	22%	15%	23%	27%	28%	20%	26%	22%	28%	28%	23%	30%	16%	21%	17%	14%	35%	18%	16%	28%	18%	23%	-	24%	25%	26%	17%	27%	24%	26%	22%
17	Roman Catholic	18%	20%	16%	14%	20%	19%	21%	16%	17%	18%	17%	6%	33%	13%	22%	12%	17%	20%	20%	18%	5%	15%	18%	16%	21%	18%	23%	11%	9%	18%	19%	19%	17%	11%	15%	18%	20%	19%	17%	18%	17%	17%	13%	15%	12%	18%	16%	15%	22%	40%	34%	8%	18%	13%	-	27%	19%	17%	12%	19%	15%	19%	16%
18	Mormon	2%	2%	3%	4%	2%	2%	3%	2%	1%	5%	2%	3%	1%	5%	2%	3%	3%	1%	2%	-	3%	-	2%	3%	2%	3%	10%	-	-	3%	2%	2%	2%	7%	1%	3%	4%	1%	2%	3%	1%	2%	9%	2%	6%	2%	2%	1%	2%	10%	8%	17%	4%	4%	-	1%	2%	2%	5%	2%	3%	6%	1%
19	Eastern or Greek Orthodox	1%	2%	1%	3%	1%	1%	1%	2%	1%	2%	1%	3%	1%	2%	1%	2%	1%	1%	1%	4%	2%	-	1%	0%	1%	1%	8%	8%	3%	1%	1%	1%	1%	6%	1%	2%	2%	0%	1%	1%	1%	1%	3%	1%	1%	1%	2%	2%	4%	-	-	4%	1%	2%	14%	1%	1%	1%	3%	1%	3%	3%	1%
20	Jewish	2%	2%	2%	3%	1%	2%	3%	1%	2%	2%	3%	-	2%	2%	1%	3%	2%	3%	1%	-	-	5%	1%	3%	2%	8%	-	9%	-	2%	1%	2%	3%	-	2%	2%	3%	-	2%	2%	2%	-	2%	1%	1%	2%	3%	1%	-	12%	3%	4%	2%	3%	-	-	2%	2%	3%	2%	4%	3%	2%
21	Muslim	3%	5%	2%	8%	3%	-	7%	1%	2%	4%	1%	3%	1%	16%	3%	4%	4%	1%	3%	-	4%	-	3%	5%	-	-	1%	17%	3%	7%	1%	4%	2%	6%	2%	5%	2%	4%	3%	4%	2%	2%	2%	3%	-	3%	3%	2%	3%	7%	-	7%	8%	12%	36%	2%	3%	4%	2%	3%	8%	3%	1%
22	Buddhist	2%	2%	1%	3%	1%	1%	2%	1%	2%	2%	0%	5%	5%	1%	2%	3%	-	-	1%	-	3%	9%	2%	2%	1%	3%	-	-	3%	1%	0%	1%	2%	5%	3%	2%	1%	0%	1%	1%	1%	6%	2%	1%	3%	1%	1%	2%	3%	-	3%	8%	2%	3%	13%	-	1%	2%	1%	1%	5%	3%	1%
23	Hindu	1%	1%	1%	2%	-	0%	2%	-	1%	1%	0%	-	-	6%	1%	1%	1%	-	1%	-	2%	10%	1%	1%	-	-	-	-	-	2%	1%	1%	1%	-	-	1%	1%	2%	0%	0%	1%	2%	-	1%	2%	1%	1%	2%	-	-	-	11%	1%	1%	-	-	1%	1%	1%	0%	3%	-	1%
24	Atheist	7%	9%	4%	6%	9%	6%	9%	7%	4%	9%	8%	4%	3%	6%	4%	7%	11%	8%	5%	-	11%	5%	5%	9%	8%	4%	20%	-	-	7%	6%	6%	9%	-	8%	4%	9%	6%	7%	10%	10%	4%	4%	6%	15%	8%	6%	16%	-	-	12%	-	5%	4%	-	2%	8%	6%	4%	7%	5%	4%	8%
25	Agnostic	7%	6%	7%	8%	6%	7%	3%	9%	7%	8%	8%	2%	7%	5%	5%	7%	5%	15%	7%	7%	13%	7%	8%	6%	8%	3%	8%	-	4%	3%	7%	5%	8%	10%	4%	7%	10%	6%	7%	9%	8%	6%	5%	9%	13%	8%	6%	13%	12%	14%	3%	12%	5%	7%	11%	4%	6%	8%	11%	6%	10%	5%	8%
26	Nothing in particular	21%	17%	24%	26%	23%	15%	23%	19%	20%	21%	18%	30%	25%	18%	28%	16%	18%	9%	15%	40%	26%	30%	18%	26%	21%	14%	7%	23%	48%	23%	14%	18%	23%	30%	26%	20%	12%	27%	21%	19%	17%	21%	24%	20%	18%	23%	31%	22%	16%	-	11%	-	28%	20%	26%	23%	21%	18%	33%	20%	16%	15%	26%
27	Something else	12%	9%	15%	6%	15%	14%	8%	12%	16%	8%	11%	24%	8%	11%	11%	15%	9%	12%	13%	17%	10%	10%	12%	10%	16%	9%	13%	24%	10%	12%	14%	13%	11%	10%	15%	9%	9%	15%	12%	9%	11%	11%	13%	13%	12%	11%	11%	9%	3%	-	9%	-	7%	9%	-	17%	11%	14%	9%	13%	3%	14%	15%
28	Please rate your level of agreement with each of the following statements. Select one for each.
29	VBC_Q3_1. I consider myself very knowledgeable about food labels and certifications
30	Unweighted base	1219	587	632	385	338	496	151	239	524	305	707	165	198	149	503	376	220	120	521	20	74	31	646	329	109	71	24	12	28	285	388	638	515	66	406	340	287	186	917	451	316	56	74	316	80	466	227	154	36	15	33	24	158	87	7	111	609	503	107	649	161	71	338
31	Base: US Adults 18+	1219	593	626	369	339	511	217	256	459	287	737	146	191	145	491	377	222	129	526	20	73	28	648	329	111	72	22	10	27	280	396	642	514	64	398	345	292	184	917	451	317	57	74	312	76	460	220	150	33	15	32	24	151	85	7	109	613	504	102	652	161	73	333
32	Completely Agree	9%	10%	8%	11%	9%	7%	10%	7%	9%	11%	9%	11%	10%	4%	8%	9%	11%	9%	9%	8%	10%	14%	9%	9%	7%	14%	8%	9%	3%	15%	7%	10%	8%	8%	9%	9%	12%	4%	9%	10%	7%	6%	16%	9%	10%	10%	10%	9%	14%	33%	24%	18%	12%	8%	-	4%	13%	5%	3%	12%	9%	6%	5%
33	Somewhat Agree	27%	27%	27%	23%	29%	30%	24%	28%	27%	29%	29%	21%	24%	30%	23%	25%	33%	41%	31%	5%	30%	20%	30%	24%	26%	24%	32%	40%	16%	26%	33%	30%	26%	13%	29%	28%	30%	18%	27%	31%	33%	30%	36%	30%	36%	30%	25%	27%	38%	18%	18%	28%	27%	20%	40%	32%	29%	28%	14%	32%	26%	17%	22%
34	Neither Agree nor Disagree	29%	30%	29%	32%	27%	29%	33%	26%	29%	30%	28%	38%	27%	32%	32%	33%	23%	19%	26%	40%	37%	26%	28%	31%	33%	27%	22%	30%	34%	26%	25%	26%	32%	46%	29%	27%	26%	38%	31%	25%	28%	32%	22%	25%	32%	27%	27%	25%	17%	29%	26%	39%	33%	42%	26%	29%	27%	30%	41%	28%	33%	32%	28%
35	Somewhat Disagree	19%	18%	19%	18%	19%	19%	18%	17%	19%	19%	19%	17%	20%	18%	17%	19%	19%	24%	20%	18%	15%	5%	19%	20%	15%	16%	22%	-	25%	19%	20%	20%	18%	13%	15%	23%	19%	18%	19%	23%	19%	9%	11%	21%	12%	19%	18%	22%	14%	-	27%	3%	15%	17%	11%	16%	16%	22%	19%	17%	23%	24%	18%
36	Completely Disagree	12%	11%	13%	10%	13%	14%	11%	18%	12%	9%	13%	10%	13%	9%	16%	11%	11%	6%	12%	21%	8%	29%	13%	11%	16%	17%	5%	9%	7%	13%	14%	13%	12%	10%	13%	13%	11%	13%	12%	9%	11%	18%	11%	14%	9%	11%	15%	14%	11%	12%	6%	11%	9%	11%	-	12%	13%	12%	14%	9%	7%	17%	21%
37	Not applicable	3%	3%	4%	6%	4%	2%	4%	4%	4%	2%	3%	4%	5%	6%	4%	3%	3%	2%	1%	7%	1%	6%	2%	6%	3%	2%	11%	11%	15%	2%	2%	2%	5%	9%	4%	1%	3%	9%	3%	2%	2%	5%	5%	2%	1%	3%	6%	3%	7%	7%	-	-	5%	2%	23%	7%	2%	4%	8%	2%	2%	4%	7%
38	Net: Top 2 Box Agree	36%	37%	35%	35%	37%	37%	34%	34%	36%	40%	38%	32%	34%	34%	30%	34%	44%	50%	40%	13%	40%	35%	39%	33%	33%	38%	40%	50%	19%	41%	40%	40%	33%	21%	38%	37%	41%	22%	36%	41%	40%	36%	52%	38%	46%	40%	35%	36%	51%	51%	41%	46%	39%	28%	40%	36%	42%	33%	18%	43%	35%	23%	26%
39	Net: Bottom 2 Box Disagree	31%	30%	32%	28%	32%	33%	29%	35%	31%	29%	32%	27%	34%	28%	33%	30%	30%	30%	32%	40%	22%	34%	31%	31%	31%	33%	27%	9%	32%	32%	34%	33%	30%	23%	29%	35%	30%	31%	31%	32%	31%	27%	22%	35%	21%	30%	32%	36%	25%	12%	32%	15%	24%	28%	11%	29%	29%	34%	33%	26%	30%	41%	39%
40	VBC_Q3_2. I seek meat products for which the animals were killed humanely