Keep on grazing: factors driving the pasture-raised milk market in Germany

Abstract

Purpose 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. Design/methodology/approach 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. Findings 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. Originality/value 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.

Insights into German Consumers’ Perceptions of Virtual Fencing in Grassland-Based Beef and Dairy Systems: Recommendations for Communication

“…So, pasture-raised products were positively associated with better animal welfare, higher product quality and benefits to human health [26]. The obstacles cited by participants to the purchase of pasture-raised products, such as low availability, perceived associated costs, and low self-efficacy, correspond to earlier findings [34,35]. The willingness of some participants to change their own habits to support environmental protection and animal welfare suggests there is potential for marketing pasture-raised products to relatively broad consumer segments, as earlier found by Weinrich et al [27].…”

“…For many consumers, however, it may prove difficult to change their consumption habits and behavior, despite their understanding the competitive disadvantages arising for farmers from the adoption of pasture grazing, stricter animal welfare standards, and biodiversity conservation measures [32,33]. Consumers' behavior regarding pasture-raised products from the new grazing system is likely to be affected by factors, such as sense of own self-efficacy, social norms, feelings, and cognition, as well as perceived personal benefits, personal relation to food production, the associated costs of the products, and their availability [34][35][36][37][38][39]. Addressing at least some of these factors using effective targeted communication and appealing visual and textual materials can increase the inclination of consumers to consciously perceive and process information on pasture-raised products and their propensity toward pro-environmental behavior [36][37][38][39].…”

Food and Consumer Attitude(s): An Overview of the Most Relevant Documents

“…For the organic markets, knowledge [71], trust [72], pesticide concerns [73], willingness to pay [74] and subjective norms [75] and interrelationships with the consumer attitudes toward organic food are highlighted by these documents with better centrality metrics. In addition, food safety concerns [76], prices and availability are considered as barriers for a more sustainable food consumption [77] and the skepticism about health claims [78] are reinforced. The level of education has its influence on knowledge concerning organic foods [79].…”

“…Khalid (2021) [103] 1.00 Boobalan (2021) [95] 0.95 Nijssen (2021) [106] 0.84 Li (2020) [99] 0.77 Hansmann (2020) [98] 0.74 Teng (2015) [72] 0.69 Chen (2007) [38] 0.68 [80] 0.67 Gassler (2018) [77] 0.66 Ahmad (2019) [83] 0.65 Chen (2008) [88] 0.65 Vega-Zamora (2018) [105] 0.64 Chang (2017) [89] 0.63 Yazar (2019) [93] 0.63 [81] 0.62 Bravo (2013) [92] 0.61 Dowd (2013) [96] 0.60 Singh (2017) [75] 0.60 Chang (2019) [102] 0.59 Verneau (2014) [94] 0.58 Jorge (2020) [97] 0.58 Hsu (2016) [76] 0.58 Nystrand (2020) [100] 0.58 Aitken (2020) [84] 0.57 Liang (2020) [104] 0.57 Yarimoglu (2019) [101] 0.56 Aertsens (2011) [53] 0.56 Rankin (2018) [86] 0.55 [91] 0.55 Dentoni (2014) [85] 0.55 De Magistris (2008) [55] 0.55 Fernqvist (2014) [54] 0.55 Lopez-Galan (2013) [79] 0.55 Hoque (2018) [82] 0.54 Kim (2020) [87] 0.54 Cheung (2015) [71]…”

Consumers’ willingness to buy dairy product imitations (analogues) based on structural equation modelling

“…The components of the conceptual model, which were examined by PLS-SEM, were chosen based on the factors mentioned in articles that discuss consumer attitudes, motives and purchase behaviour in connection with dairy products and also, based on our own presuppositions in regard to the special case of sour cream imitations (Table I). As it was revealed in several studies, the price of the products (“PRICE”), consumer experiences and the thereby perceived price-value ratio (“VALUE”), knowledge (“KNOW”) and consciousness (“CONSC”), nutritional awareness (“NUTR”) and sensory properties (“SENS”) all have effects on the choice the consumer makes when buying a dairy product (Grunert et al , 2000; Kurajdová et al , 2015; Bakke et al , 2016; Gassler et al , 2017; Rahnama and Rajabpour, 2017); therefore, we set up six constructs for these factors. The general attitude of customers related to a certain food item might have an impact on the purchase of another product in the same food category (Song and Im, 2018).…”