The strength of green ties: Massachusetts cranberry grower social networks and effects on climate change attitudes and action.

We did this because 1) both groups operate outside the industry per se, meaning their interest is not first and foremost advancing profits and sales, but instead offering agricultural information relevant to cranberry growing; and 2) both groups publish monthly newsletters addressed to growers—affording us a second method with which to understand how social ties to these two organizations might be significant in shaping climate attitudes among their readership. 2 The use of this “mixed methods” approach helps add validity to the findings that are achieved in one analysis by allowing for results to be compared to those of a different, yet complementary, method of inquiry (Hesse-Biber 2010 ).

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