Home 5 Ag Stories Consumer expectations vary

Consumer expectations vary

Source: Wikimedia Commons

What is the first thing a consumer thinks about food they are buying food?   For many, it is not price, it is environmental and social acceptability. For millennials, the largest influence group today, price is not necessarily the bottom line.

Dr. Jayson Lusk serves as head of the agricultural economics department at Purdue University.  Dr. Lusk joined Purdue University after 13 years at Oklahoma State University. He’s the author of four books, each on the relationship of agriculture with consumers and government.

Photo Courtesy of Jayson Lusk

Unnaturally Delicious: How Science and Technology are Serving up Super Foods to Save the World

Oxford Handbook on the Economics of Food Consumption and Policy

Compassion by the Pound

The Food Police


Dr. Lusk talks about the most important characteristic of foods millennials buy.