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University of Arkansas, Fayetteville
Graduate Theses and Dissertations
Generation Z;local beef;purchasing habits;social cognitive theory;support local movement
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Understanding The Support Local Movement From The Perception Of Generation Z In The Nwa Region, Daniela Medina
Understanding The Support Local Movement From The Perception Of Generation Z In The Nwa Region, Daniela Medina
Graduate Theses and Dissertations
The support local movement is a growing trend within Generation Z, with that comes the need to understand marketing strategies Generation Z responds to best. As Generation Z is entering the workforce and purchasing their groceries there is a need to understand how this generation perceives the term local beef. There is currently little research in regard to Generation Z and their perceptions of local beef. This study aimed to fill a gap within research by conducting a qualitative study to gather rich data to understand Generation Z’s perception of the term local beef and what marketing strategies impacted them …