Balancing nutrition, ethics, and sustainability about dairy: UK consumers' knowledge, attitudes, practice, and...

Milk is nutritionally rich, but its production poses ethical and environmental concerns. Farming practices can influence milk's nutritional quality and improve its sustainability, creating opportunities for innovation. This study explores consumer willingness to adopt improved products and the interrelationships of knowledge and attitudes towards the dairy industry in relation to purchasing and consumption. We conducted an online survey of UK adults from November 2021 to March 2022, covering knowledge and attitudes towards dairy, dairy consumption, likelihood to purchase improved milk, and socio-demographics. Participants were classified as low or high dairy consumers based on their intake: below or above 1.81 dairy portions per day. Of the 706 dairy consumers who completed the survey, 47% reported consuming ≥1.81 portions of dairy products daily. High dairy consumption predicted more positive attitudes towards dairy farmers than lower consumption. Conversely, low consumption was associated with greater concern for animal welfare and the environmental implications of dairy (p < 0.001). Price was the most important consideration when purchasing milk habitually; however, when presented with four different descriptions of milk, 41% of participants said they would definitely or very probably buy the product with improved trade, welfare, and sustainability standards, despite this product having the highest price per litre. Balancing the nutritional value of cows' milk with the environmental consequences and ethical concerns of its production is a critical part of the debate to foster a food system that supports planetary and human health. Altering production methods and improving products can be part of the food system transformation.