Perceptions of dairy cow-handling situations: A comparison of public and industry samples

Inappropriate cattle handling poses a reputational threat to the dairy industry. To enhance social sustainability, handling practices must resonate with societal values about animal care. However, it has yet to be determined to what extent industry and public stakeholders differ in their perception of common cattle handling situations. We administered an online survey to samples of dairy industry (IND) and public (PUB) stakeholders to examine how they perceive a variety of cow-handling scenarios ranging from positive to negative in terms of effects on animal welfare. Participants were presented with 12 brief videos depicting a range of realistic cow-handling situations and responded to measures designed to assess their attitudes and beliefs about each scenario, their perception of the emotional response of the cows depicted in each scenario, as well as their own personal emotional response. Preexisting beliefs about cow treatment on US dairy farms and demographic data, including self-reported dairy consumption, were also collected and analyzed. Before viewing the videos, 52.9% of PUB (vs. 79.0% of IND) believed cows were treated well while 27.2% (vs. 9.0% of IND) believed cows were treated badly. Within IND, believing cows were treated badly was more common among nonwhites, those with greater formal education, more liberal politics, or from urban or suburban environments. In PUB, female and younger participants were more likely to believe cows were treated badly before viewing the videos. In both samples, participants with more positive preexisting beliefs about dairy cow treatment in the US reported consuming dairy products more frequently. In both PUB and IND, scenarios which were rated more positively for attitudes or for the cows' or respondents' emotional experiences were also perceived as more common. Within a given cow-handling scenario, qualitative attitudes (i.e., a positive, negative, or neutral valence) did not differ between the samples. In both samples, at the participant level, overall attitudes toward cow-handling scenarios were highly correlated with both their personal emotional response to the scenario and their perception of the cows' emotional responses. Although the participants' overall personal emotional responses did not differ between the samples, IND rated cows as experiencing more negative emotions overall. The consensus between industry and public stakeholders around dairy cow-handling practices observed in this study could provide a common starting point for addressing other, more contentious animal welfare issues.