Student motivation is influenced by instructional approach. Motivation is a function of initiating and sustaining goal-directed behavior. The objective of this study was to identify factors (positive and negative) that affect motivation in a junior-level dairy products elective course. Student attitudes were surveyed each year half-way through the semester over the past 4 y using an open-ended instrument. Data obtained showed that environmental factors such as instructor enthusiasm, use of humor, and positive attitude all significantly (P = 0.068) and positively influenced goal-directed behavior. Significant negative influential factors mainly included course topic choices. Overall, these findings were consistent with motivational theory and highlighted the significance of environmental influences in the classroom and potential connection to self-efficacy and ultimately motivation.