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Younger Consumers Exhibit Less Demand for Fresh Vegetables
Hayden Stewart (au); Gary Lucier (au)
Growth over time in the demand for fresh vegetables (veg.) for at-home consumption may slow because of differences in the behavior of younger and older birth cohorts. A birth cohort includes people born in the same year. People born around the same point in history may share common behaviors that they carry throughout their lives independent of age. This study explores how at-home demand for fresh veg. varies among members of younger and older cohorts. People born more recently spend less money for fresh veg. than older Americans do. Young people will likely exhibit a lower level of demand for at-home fresh veg. in their later years than today’s older generations currently exhibit. Tables and graphs.
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