Agriculture Commons^™

Evaluating And Improving Consumer Perceptions Of The Agriculture Industry, Katelyn Berndt

Schultz-Werth Award Papers

Consumer perceptions of the agriculture industry are increasingly important as alternative labeling and non-conventional options become more common. Consumers are seeking a more dominant role in the conversation about their food. This study explores how the agriculture industry can respond in a way that improves consumer perceptions and builds trust. The study also seeks to answer the question of whether country of birth or background affects consumer perceptions of agriculture. The research model includes a QuestionPro survey completed by students at South Dakota State University, representing consumers in the Millennial generation who are more likely to respond positively to transparent …