Consumers' awareness of animal welfare issues and livestock innovations: a PLS–SEM approach

The increasing consumer interest in Farm Animal Welfare (FAW) is prompting more and more individuals to opt for products that emphasize ethical farming practices and brands that associate themselves with respect for FAW. This extends not only to food products like eggs and meat but also to non-food items such as cosmetics. In the case of agricultural products, information regarding FAW is typically conveyed to consumers via specific labels or brands, serving to fill the informational gap about the production processes of certain goods in the food market. However, when consumers buy products tagged with animal welfare labels, their understanding of the sustainability practices associated with them may not always be accurate. Moreover, consumer knowledge about farming practices involving animals may be substantially limited in terms of both fundamental and more complex aspects. In cattle farming, for example, certain practices such as animal grazing are well known and considered highly important by consumers: the existence of a premium price associated with these practices is widely confirmed in literature (Mazzocchi and Sali, 2022). The same applies in the choice of poultry products, with consumers showing a marked preference for options such as free-range eggs, pasture-raised animals, or antibiotic-free products (Slack and Sharma, 2022). However, it is crucial to note that a substantial portion of consumers does not fully understand a significant number of farming practices. Aspects such as the lifespan of a dairy cow under intensive farming, the use of artificial insemination, or even the life cycle of a productive cow are areas where consumer knowledge often falls short. Studies show that although dairy cows can live up to 20 years, their lifespan is considerably shortened under modern farming conditions (Dallago et al., 2021), resulting in a decrease in the longevity of dairy cows in most countries characterized by high individual milk production (Dallago et al., 2021). Several aspects of animal farming are not widely communicated or understood, leading to a lack of awareness among consumers about the specific details and processes involved in the production of animal-derived products. In traditional intensive farming, the practice of separating the calf from its mother immediately after birth is common. This is justified on several grounds, including increased profits, better control over the calf's milk intake, enhanced calf health monitoring, and reduced stress for both the cow and the calf (Meagher et al., 2019). Additionally, the immediate separation of the calf from its mother aims to prevent direct colostrum intake and potential contact with infected faeces from the adult cow. It is also necessary to eradicate certain diseases, such as paratuberculosis. However, the impact of this practice on both the calf and the cow's health is still a matter of debate. Direct suckling of colostrum and milk by the calf has been shown to be protective against mastitis, and prolonged cow-calf contact promotes the development of normal social behaviour in the calf and higher weight gains (Meagher et al., 2019). From an environmental sustainability perspective, the management of cow-calf separation requires further investigation, as there are multiple aspects to consider. With prolonged cow-calf contact, the quantity of milk sold is lower, which inevitably leads to increased emissions and waste per unit of product. Furthermore, prolonged cow-calf contact has been associated with faster growth in animals, which can lead to reduced health issues, a lower age at first calving, and increased milk production (Mogensen et al., 2022). Management practices that involve increased cow-calf contact are indeed well-received by consumers, as reported in a recent study (Sirovica et al., 2022). Among the available strategies to address management issues and milk losses associated with cow-calf separation in intensive farming, one approach could be using nurse cows. Nurse cows are healthy cows that are not milked and are solely dedicated to nursing a group of calves (Broucek et al., 2020). This practice allows for continued calf-mother interaction while minimizing the potential negative impacts on milk production and management challenges in intensive farming systems. An examination of intensive farming systems in Italy reveals a noteworthy evolution in the sector: over the past 50 years, individual milk production has more than doubled, but this growth has been coupled with a reduction in lactation length — falling from 334 days in 2010 to 324 days by 2020 (AIA, 2022). A trend towards maximizing animal productivity has emerged, favouring the presence of primarily first-lactation cows within farming operations. While slightly less productive than multiparous cows, these animals present fewer health complications. However, this strategy necessitates a higher turnover of young livestock, such as heifers and young cows, to replace culled adult cows. The implications of this approach extend beyond increased production costs associated with the upkeep of a larger cohort of non-productive animals, as it also exacerbates the environmental footprint of milk production within these facilities (De Vries, 2020). In light of these observations, the present study seeks to elucidate the effects of consumer understanding and perceptions of FAW on WTP for innovative practices within cattle farming. The investigation will explore the correlation between consumers' comprehension and perceptions of FAW and their readiness to endorse novel livestock farming techniques financially. Specifically, this research aims to shed light on the influence of consumers' environmental and ethical attitudes, their perceptions of animal welfare, and their knowledge concerning FAW on their WTP for animal products sourced from cattle farming.