Date of Award


Degree Name

MS in Agribusiness


Marianne McGarry Wolf


To identify the factors that influence different generations meat purchasing behaviors. The list of the features for respondents to report are desirable to them when they purchase meat. The results of features will provide the answer to meat purchasing attitudes across generations, which will help to analyze which features influence generations purchasing behaviors. There were 290 respondents to the survey. The target markets are split in to four groups – young Millennials, older Millennials, Generation Xers, and Baby Boomers. The highest desirability for respondents decisions to purchase meat is good value for the money and second is no hormones added. The organic product is rated the least desirable for young Millennials, Generation Xers, and Baby Boomers. Lastly, the local brand is important to respondents, when it comes to fruits, vegetables, and meats but fruit and vegetables show more important than meat.