Understanding public preferences for different dairy farming systems using a mixed-methods approach.

Area of Science:

• Animal Welfare Science
• Consumer Behavior
• Agricultural Ethics

Background:

• Global milk production has doubled, increasing scrutiny on dairy farming practices in high-income nations.
• Year-round housing without pasture access is common, despite public support for grazing and differing views on animal welfare.
• Limited insight into public motivations for grazing preferences hinders resolution between farmers and the public.

Purpose of the Study:

• To explore public perspectives on dairy cow welfare concerning housing and grazing scenarios.
• To understand the underlying motivations and understanding of public preferences for dairy cow grazing.
• To inform dairy industry communication and systems to better align with societal views.

Main Methods:

• Interviewed 60 members of the UK public on three dairy farming scenarios (varying grazing/housing).
• Employed a mixed-methods approach combining reflexive thematic analysis and linguistic analysis.
• Analyzed participant responses to gauge perspectives on animal welfare and farming practices.

Main Results:

• Participants perceived cows as both domestic and wild, favoring a winter housing/summer grazing model for protection and naturalness.
• Public understanding of cow needs was limited, relying on deference, familiarity, and anthropomorphism.
• The winter housing/summer grazing scenario received the most positive reception, while year-round housing was viewed negatively.

Conclusions:

• Public preference leans towards dairy systems incorporating seasonal grazing, particularly winter housing with summer pasture access.
• The dairy industry can improve public perception by adapting communication and incorporating more pasture access or cow choice.
• Addressing the gap between farming practices and public expectations is crucial for enhancing dairy cow welfare and societal acceptance.