** AWARDS ISSUED PRIOR TO JANUARY 20, 2025, WERE FUNDED UNDER PREVIOUS ADMINISTRATIONS AND MAY NOT REFLECT THE PRIORITIES AND POLICIES OF THE CURRENT ADMINISTRATION.** THE DAIRY SECTOR FREQUENTLY FACES SCRUTINY FOR ITS ROLE IN EXACERBATING GLOBAL WARMING AND CLIMATE CHANGE. IN OCTOBER 2020, THE US DAIRY ANNOUNCED THAT THE SECTOR WILL ACHIEVE GREENHOUSE GAS (GHG) NEUTRALITY BY 2050. HOWEVER, THERE REMAINS A SIGNIFICANT KNOWLEDGE GAP REGARDING PRODUCERS' VIEWS ON THE NET-ZERO INITIATIVE, THE ROLE OF PROCESSING FIRMS IN ATTAINING NET ZERO, CONSUMER PERSPECTIVES ON THE INITIATIVE, AND NECESSARY ACTIONS REQUIRED TO ACHIEVE THE NET ZERO TARGET. THE OVERARCHING GOAL OF THIS PROJECT IS TO COMPREHENSIVELY EXPLORE AND IDENTIFY SOCIOECONOMIC CHALLENGES AND DETERMINANTS WITHIN THE DAIRY INDUSTRY SUPPLY CHAIN PERTAINING TO THE 2050 GHG NET-ZERO GOAL, AND TO OFFER INSIGHTS THAT MAY FACILITATE ACHIEVING THE NET-ZERO INITIATIVE. SPECIFIC OBJECTIVES ARE TO (1) ASSESS THE CURRENT ADOPTION LEVELS AND BARRIERS REGARDING GHG EMISSION REDUCTION PRACTICES AMONG DAIRY PRODUCERS, AND DETERMINE THE NECESSARY INCENTIVES FOR FOSTERING BROADER ADOPTION OF SUCH PRACTICES IN SUPPORT OF THE NET ZERO GOAL; (2) INVESTIGATE THE STRATEGIES, CHALLENGES, OPPORTUNITIES, AND PERCEPTIONS OF TOP DAIRY PROCESSING FIRMS IN THE U.S. CONCERNING THEIR SUSTAINABILITY EFFORTS, WITH A PARTICULAR FOCUS ON GHG EMISSIONS MITIGATION AND ALIGNMENT WITH THE NET ZERO GOAL; (3) ANALYZE CONSUMER ATTITUDES, PERCEPTIONS, AND WILLINGNESS TO PAY FOR DAIRY PRODUCTS PRODUCED OR PROCESSED USING GHG EMISSION REDUCTION PRACTICES, AND IDENTIFY THE POTENTIAL FACTORS INFLUENCING THEIR PURCHASE DECISIONS. INFORMATION GENERATED FROM THE PROJECT CAN HELP BUSINESSES TO ALIGN TO CUSTOMER NEEDS AND WANTS, AND POLICYMAKERS TO DESIGN PROGRAMS THAT PROMOTE ENVIRONMENTAL AND CONSUMER BENEFITS.