University of Illinois College of Agricultural, Consumer and Environmental Sciences researcher Brenna Ellison, plus Kathleen Brooks, and Taro Mieno of the University of Nebraska completed a study that found for many consumers, buying a gallon of milk is much more complex than finding the preferred fat content and expiration date. They want to know how the cows were treated, what they were fed, whether they received growth hormones or antibiotics, whether the milk is organic, and so on. The recent University of Illinois study ranks which of these production attributes are most important to buyers for four different products: beef, chicken, milk, and eggs.

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