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Consumer expectations vary

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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

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

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