Doctor of Philosophy / Department of Hospitality Management and Dietetics / Elizabeth B. Barrett / The primary purposes of this research were to 1) use the Theory of Planned Behavior (TPB)to assess Millennial generation wine consumers attitudes, perceived behavioral controls, and subjective norms related to purchasing wine in casual dining restaurants (CDR), and 2) use Conjoint Analysis (CA) to analyze Millennials’ preferences for wine information on the restaurant menu. An instrument was designed based on the TPB and CA and was sent online to 216 consumers using the database of a market research firm (e-rewards). Independent variables (attitude, perceived behavioral control, and subjective norms) were analyzed to predict behavioral intentions to purchase wine. Principal component analysis was combined with multiple linear regression to assess intention. Results identified attitudes and subjective norms as being significant in predicting behavioral intention, perceived behavioral controls was partially significant. Millennial’s believe ordering wine with their friends and family in casual dining restaurants will make them feel smart and sophisticated and will increase the enjoyment of food. However, they do not believe wine consumption is appropriate in CDR’s; they had strong perceptions that wine is purchased for special occasions and consumed in fine dining restaurants. Part II of the study employed conjoint analysis to determine Millennials preferences for wine information on the menu. Results indicated that Millennials prefer menus that provide wine/food pairing information, wine flavor descriptors located near food listings and quality wines at an affordable price. Millennials attitudes, subjective norms, and perceived behavioral controls support previous research that this generation is interested in wine and wine is a social experience that increases their enjoyment of food and time spent with their friends and family. Through the use of CA, the present study suggests wine information on the menu is important to this segment of consumers. Additional research should be conducted to understand the stereotypes this generation has about wine consumption in casual dining restaurants. These operators and owners should consider focusing their marketing efforts showing Millennials enjoying wine while celebrating special occasions with their friends and family. In addition, redeveloping menus in their operations to add wine information may increase interest in wine and generate profit.

Background: The increasing consumption of dietary supplements (DS) has drawn the attention of regulatory agencies, researchers and healthcare professionals. The US Food and Drug Administration (FDA) does not require premarketing assessment of DS considering them safe unless proven otherwise. However, the reporting rate of DS adverse events (DS-AE) is low. Objective: To describe pharmacists’ attitudes and knowledge of DS and DS information resources, and to determine the importance of selected attributes in pharmacists’ decisions to report a DS-AE. Methods: A convenience sample of practicing pharmacists in Virginia was surveyed using a web-based self-administered questionnaire. A conjoint analysis exercise was developed using several scenarios based on a set of five attributes: patient’s age, initiation of DS, last modification in drug therapy, evidence supporting the AE, and outcome of the AE. Participants were asked to indicate their decision to report the AE in each scenario to prescriber, drug manufacturer, DS manufacturer and FDA on a 6-point ordered scale. Participants’ attitude, knowledge of DS, demographic information, and DS information resources were also requested. Linear regression models were used to determine the relative importance of the profile attributes on a pharmacist’s decision to report the AE. The effects of other characteristics on the importance of the attributes were assessed. Results: Participants’ overall attitudes were relatively positive for the clinical use of DS but negative for safe of DS. Formal training on DS was associated with better knowledge of DS regulation. The average knowledge score of DS identification was relatively good but was low for DS regulation. Lexi-Comp® was the most widely used and available information resource and the Natural Medicines Comprehensive Database was the most useful once. The most important attribute that a pharmacist considered in the decision to report a DS-AE to DS manufacturer, drug manufacturer and FDA was the outcome of the AE followed by the evidence supporting the AE. Ranking of these two factors was the reversed in reporting to prescriber. Conclusions: Outcome and evidence of the AE are the most important factors participants considered when reporting. Other characteristics do not have an impact on the relative importance of the attributes.