Life Sciences Commons^™

U.S. Consumers’ Perception, Intention, And Purchase Behavior Of Grass-Fed Beef, Elizabeth K. Crandall

All Graduate Theses and Dissertations, Spring 1920 to Summer 2023

The purpose of this research study was to compile regional profiles of the consumers who intend to consume grass-fed beef in the U.S. and to create marketing strategies that would assist producers in marketing their product to consumers. The researcher sent an online survey to a panel of 484 consumers across the U.S. to learn about their perceptions of and intention to purchase grass-fed beef.

Respondents had a weak, positive attitude toward purchasing grass-fed beef but had low knowledge of production practices. These consumers had a desire to eat healthier; however, they wanted meat that was priced right and had …