Agriculture Commons^™

Cattle Producer Motivations And Willingness To Participate In Industry Animal Welfare Program Verification, Chase Decoite

Master's Theses

As consumers have become increasingly interested in where their food comes from and how it is grown, the cattle and beef industry is without exception. Many consumers are beginning to question traditional animal husbandry practices and on-farm animal welfare protocol. It is essential that the food system meets new demands and understands consumer views. In order to address these concerns, the industry has rallied around the Beef Quality Assurance (BQA) program to set the standard for cattle welfare and beef quality, with the explicit goal of improving consumer confidence. The goal of this research is to determine if cattle producers …

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 …