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The percentage of dairy cows managed in grazing systems in Northwest Europe is on the decline, even though pasturing is perceived favourably as enhancing the health and welfare of dairy cows. With consumers turning away from intensively produced food, developing the pasture-raised milk market could encourage farmers to continue keeping their cows on pastures. To provide insights for expanding this specialty milk market, the purpose of this paper is to, therefore, investigate the roles of personal, product-related, economic and social factors in purchasing pasture-raised milk.

Drivers of pasture-raised milk purchases are identified and the conceptual model is tested using structural equation modelling with data from a cross-sectional study among 917 German milk consumers.

Perceived price and availability barriers are the main consumption obstacles for pasture-raised milk. Besides increasing availability and reducing price premiums, processors should cater health and dietary conscious consumers by providing pasture-raised milk with unique and favourable product qualities, i.e. focussing on freshness, a rich taste or naturalness. Raising awareness for extensive husbandry systems may enhance pasture-raised milk purchases, while introducing a unified pasturing claim could help consumers to distinguish pasture-raised milk from conventional barn milk.

This study provides dairies and marketers with valuable insight about the factors driving pasture-raised milk purchases. This information is derived from a large sample with extensive regional coverage and will thus be useful in expanding this specialty milk market and in maintaining extensive dairy production.

Agricultural-related food marketing claims are gaining in importance. The challenge for the industry is to claim real production characteristics while being in line with consumers’ expectations. Looking at the example of marketing pasture-raised milk year-round and the fact that cows only have access to pasture in summer, the purpose of this paper is to analyse consumer expectations, the potential of deception and the acceptance of more credible marketing strategies.

An online access panel was used for data collection. The data include 310 German milk buyers, who were grouped using cluster analysis to examine the different target groups for the year-round and seasonal marketing of pasture-raised milk.

The study distinguished two different consumer groups: one with lower expectations accepting year-round marketing (32.5 per cent) and the other with higher demands, who feel deceived by year-round marketing (46.7 per cent). Furthermore, one part of the last group is also sceptical towards the more precise seasonal marketing due to their general scepticism towards ag-related marketing claims.

To generate consumer trust in ag-related marketing claims, it is beneficial to meet consumers’ expectations. Producers have to decide if they orient their products to more modest or more critical consumer segments. While it is easier to implement lower standards, there is the risk to disappoint (and thereby lose) the most interesting target group of highly involved consumers characterised by some general doubts regarding food marketing claims.

The study is the first to demonstrate the existence of two consumer segments that differ in their expectations towards and acceptance of ag-related marketing claims for food products.

The purpose of this paper is to investigate the potential of eco-labels to help dairy farm viability as one partial solution to a complex problem. Specifically, it aims to understand which attributes are most likely to increase consumption and garner price premiums.

This paper uses key informant interviews and a convenience sample (n=203) of supermarket shoppers in Vermont. It uses Likert-type scales to measure the likelihood of increased purchase and paying price premiums based on a series attributes including animal welfare, fair labor standards, family farms and environmental stewardship. It calculates and compares mean ratings of each attribute and use an ordinal regression to measure the effect of demographic attributes on each attribute’s rating.

Interviewed stakeholders named low milk prices and evolving industry structure as harming dairy farm viability. They list supply control and improved promotion as potential solutions. Survey respondents say attributes supporting animal welfare, farm workers, family farms and healthy soil are most likely to garner increased consumption and price premiums.

The authors use a convenience sample, so generalization to larger populations is not advisable.

Promotion around animal welfare, farm workers, family farms and healthy soil is most likely to be effective, based on the results of this study. The survey responses are very highly correlated, suggesting that a multi-attribute eco-label may garner the most support.

This work can inform efforts to promote dairy farm viability, an important sector of the agricultural economy in Vermont and elsewhere in the USA.

This research provides the ranking of attributes which may appear on eco-labels by current consumers of dairy products in a state with an important dairy heritage and industry.

This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes.

The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed.

As a result, the main value found for the Brazilians was security, while for the Americans was self-direction. For consumers, the WTP for animal welfare was the most important in the choice experiments where this information was present.

These findings offer an alternate beef differentiation, enabling it to be sold with higher added value by integrating these.

In times of “milk price crises”, “fair” milk prices are repeatedly demanded. Various studies indicate an increased willingness to pay (WTP) for the additional attribute of price fairness. Nevertheless, market shares have been low so far. The purpose of this paper is to discuss three possible reasons for this: low reference prices, socially desirable responses in choice experiments and the lack of justification of the claim “fair” by further attributes.

In a split sample, one group facing alternatives with a higher price range and the other with a lower price range, the consumer’s choices are examined. This study uses a social desirability scale for controlling biases in the stated WTP. In addition, the claim “fair” is complemented with a guaranteed price, grazing, regional production and CO₂-reduction. A random parameter logit model specified in WTP space is employed to estimate milk consumers’ (n=480) preferences for “fair” milk. Furthermore, a latent class approach reveals information about the source of preference heterogeneity for fair milk attributes among the two groups of the split sample.

This study finds statistically significant differences between the two price ranges. In the low price range, additional attributes can trigger an additional WTP. In the high price range, there is no statistically significant additional WTP. WTP’s dependence on price levels could explain why the market share for “fair” milk has so far been low.

This paper contributes to the study of the effect of split samples in choice experiments. In addition, it promotes the understanding of price fairness in milk and its determinants.

The article surveys dairy farmers' lay knowledge of climate change and the adaptation strategies they have implemented to respond to climatic and economic drivers. Dairy farming is highly dependent on local weather and climate. The case study is in Western Victoria, Australia, part of a major dairy farming region that contributes 26 per cent of national milk production and 86 per cent of the country's dairy exports. The paper aims to discuss these issues.

This study utilised a survey and semi-structured interviews in Corangamite Shire, to document dairy farmers' perceptions of climate variability and the adaptation strategies they have implemented, compared to meteorological data collected on climate variability in the recent past.

Farmers in this region perceive a change in rainfall and temperature broadly in line with meteorological records. Those that have experienced a greater degree of climate variability in drier regions were found to perceive it more accurately. Almost all respondents had already made changes to their dairy businesses, but in doing so only a small percentage were responding directly to seasonal variability or to longer term changes (9 and 15 per cent, respectively); the majority said they were responding to changing economic conditions in the industry.

A primary survey of dairy farming adds to knowledge of how climate variability is perceived, and how it is adapted to in a region heavily reliant on rainfall for its prime economic activity.

Replacement of milk fat with vegetable fats (e.g. coconut oil or palm fat) in sour cream is a well-established practice among producers – these products are called sour cream imitations or sour cream analogues. Although sour cream imitations are legitimate products, consumers might be confused by them. The purpose of this paper is to assess the familiarity of sour cream imitations, the opinion of consumers, and to map the factors that may affect purchasing decision.

A quantitative consumer survey (n=1,000) has been conducted in 2017 based on personal interviews. Data were analysed by descriptive statistics and partial least squares structural equation modelling.

Results showed that the majority of Hungarian consumers have already purchased a sour cream imitation. In total, 69.65 per cent of them bought the imitation product accidentally: packaging and placement on the shelves were mentioned as major reasons. And 44.68 per cent of the respondents consider this product category to be misleading. Path modelling revealed that the perceived price-value ratio of the product and the respondent’s culinary skill, knowledge, consciousness and general preference of sour cream have a significant impact on the willingness to buy of sour cream imitations.

Sour cream imitations are accepted as reasonable cheaper alternatives to sour cream as it has been revealed by descriptive statistical methods and structural equation modelling. However, producers and retailers should avoid misleading packaging and product placement. General communication to broaden consumer knowledge would be also important. The study provides evidence-based input for producers, retailers, marketing experts and policy makers on consumer behaviour regarding food product analogues.

The wide divergence of the people’s expectations and agricultural reality results in conflicts between the agricultural sector and the general public. Contemporary animal husbandry systems are being increasingly critically addressed by media; however, there is no information about peoples’ perceptions and attitudes concentrating precisely on specific animal husbandry systems. The purpose of this paper is to explore citizens’ perceptions, expectations and main points of criticism in regard to intensive pig production in Germany, and to identify and describe distinct population groups reflecting different attitudes.

A mixed method approach combining qualitative focus groups with a quantitative online survey has been employed. Focus groups capture a wide variety of opinions and concerns in an exploratory manner. Based on these findings, the quantitative survey (n=1,500 citizens) allowed the identification and characterisation of population groups with identical attitudes regarding pig husbandry.

Qualitative research uncovered a huge range of criticism on pig husbandry, e.g. lack of space, frequency and prophylactic use of medications as well as a lack of care. A relationship was seen between the lack of space, widespread use of medications and behavioural disorders. Consumer preferences for buying cheap meat were believed to be part of the problem since this behaviour fosters the development of larger farms. Quantitative research confirmed the generally critical perception and identified three population groups. Only one third of the population was really concerned about animal husbandry. Younger people and people with better knowledge of agriculture were stronger opponents of intensive pig husbandry.

Results indicate that increasing people’s knowledge may have an adverse effect on their acceptance of modern farming systems. More communication and better information strategies will probably not improve societal acceptance by itself. Instead, agricultural production systems need to be improved to meet better consumers’ expectations whereas communicating these improvements to consumers and the general public in a well-targeted manner will be required as well.

When considering options for enhancing public acceptance of modern animal husbandry, a combination of different strategies by different stakeholders is needed. The agricultural sector should improve its communication with the general public and rethink its production practices against the background of public expectations. The government and its agencies urgently need to improve monitoring of the compliance of actual production practices with existing laws and to enforce them. Additionally, adjustments of current regulations of animal husbandry in light of public expectations should be considered.

The use of multi-level labels can enhance product visibility by enabling labeling of various items. Moreover, it can better accommodate the diversity on both the producer and consumer sides. However, studies on the willingness to pay (WTP) for premium levels of those animal welfare labels are scarce.

We investigate consumers’ WTP for a four-level animal husbandry label introduced to the market by German retailers in 2019 by conducting an online survey with 1,223 German meat consumers using Van Westendorp’s price sensitivity meter (PSM).

There is a significant increase in WTP for level 3 of the husbandry label, but only a slight increase for level 4. One explanation is that consumers may have the mistaken belief that level 3 already includes outdoor access for animals. As a result of this expectation, consumers may not perceive much added value in level 4, which is reflected in their reluctance to pay a higher price. This is reinforced by the finding that once informed of the criteria, 18% of the participants reduced their WTP for level 3, whereas only 6% considered a discount for level 4. Furthermore, 40% were prepared to pay more for level 4 after being informed of the respective criteria than they had previously stated.

To the best of our knowledge, this study is the first to analyze and emphasize the importance of clear label communication, particularly for multi-level animal husbandry labels.

Local origin of meat acts as a key quality indicator for consumers. How an ideal local meat production should look like is rather unknown. The purpose of this study is to comprehensively analyse how an ideal local beef production should be constituted.

432 consumers from a North Italian province (South Tyrol) were questioned online about their views regarding (local) beef production. 12 attributes, from calf rearing to transport times, were presented with different options. Participants selected the most ideal options from their perspective. Further, willingness to pay for local beef and for the ideally produced local beef as well as the importance of local production for different food categories were assessed.

The results are quite heterogeneous but show that local production is especially of importance for eggs, dairy products and beef. Traceability to the farms, daily access to a paddock and access to pasture during summer, silage-free feeding, low transport times and suckler cow husbandry are aspects that are mostly selected as ideal. A price premium of 35% for locally produced beef and up to 50% for this ideal production seems reasonable for most consumers.

The study only includes South Tyrolean consumers and thus the validity is limited to this area. Although transferability to other regions can be assumed, future studies are necessary to confirm this assumption.

This is the first study analysing consumers expectations towards local beef production considering several production levels.