Date of Graduation
5-2023
Document Type
Thesis
Degree Name
Master of Science in Agricultural & Extension Education (MS)
Degree Level
Graduate
Department
Agricultural Education, Communications and Technology
Advisor/Mentor
Rucker, K. Jill
Committee Member
Miller, Jefferson D.
Second Committee Member
Cox, Casandra K.
Keywords
Generation Z; Local beef; Purchasing habits; Social cognitive theory; Support local movement
Abstract
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 most. Participants were within Generation Z and were residents of the Northwest Arkansas area, were also asked questions in regard to their purchasing habits, what terms motivated them to purchase, and their understanding of the beef industry. Researchers identified that the largest driving factors in purchasing proteins such as beef for Generation Z is price, quality, and there is an openness to purchasing local beef. In addition, participants shared their level of understanding of the beef industry.
Citation
Medina, D. (2023). Understanding the Support Local Movement from the Perception of Generation Z in the NWA Region. Graduate Theses and Dissertations Retrieved from https://scholarworks.uark.edu/etd/4986
