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Abstract
Millennials have recently overtaken Baby Boomers as the largest consumers in the market. With a new consumer cohort at the helm, the new largest consumer must be studied for perceptions and market trends. This study looks to identify how generation and relationship to agriculture affect consumer’s purchase of specialty beef labels. Findings from this study will be used to create Cooperative Extension education programs to inform Georgia’s cattle producers on the new leading consumer’s tendencies towards beef specialty labels and give recommendations on how they can alter or adapt their operations to meet the demands of the new largest consumer cohort.