| This study investigates factors that affect the millennial generation's perception of beef labeling. On average, Americans consume 30.4 kg of beef annually per person. However, purchasing can be influenced by factors such as labeling, demographics, or price. A clearer understanding of what effects consumers buying habits could allow the beef industry to better appeal to consumers and increase beef sales. To determine factors that affect labeling perception, millennial generation students were surveyed using Qualtrics(TM) (Qualtrics, Provo, UT) for one month. Six demographic variables (gender, age, college, community size, ethnicity, and marital status) and 15 label attributes were analyzed against consumption, purchasing habits, label perception, and willingness-to-pay. Results indicated gender, age, and community size was statically significant (p < 0 .05) when related to beef consumption. There was no significant relationship between demographic variables and purchasing habits. When comparing demographic variables and beef label attributes against label perception gender, college, community size, and ethnicity were all significant (p < 0.05). When comparing demographic variables and beef label attributes against willingness-to-pay gender, age, college, and marital status were all significant (p < 0.05). In conclusion, some demographic variables as well as labels have an effect (p < 0.05) on consumption, purchasing, label perception and willingness-to-pay habits. |
