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Fair to the cow or fair to the farmer? The preferences of conventional milk buyers for ethical attributes of milk

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  • Markova-Nenova, Nonka
  • Wätzold, Frank

Abstract

Conventional dairy farming has been under pressure for lacking animal welfare, biodiversity loss through abandonment and intensification of grassland, and low milk prices during the 2015/16 milk price crisis. The relatively stable organic milk prices during the milk price crisis indicate that consumers have preferences for product characteristics besides the price. We investigate through a choice experiment the willingness-to-pay (WTP) of German conventional milk buyers for ethical attributes of milk production that address the above-mentioned concerns. Respondents have the highest WTP for animal welfare – free-stall plus summer pasture – followed by biodiversity conservation, support for small, below-average income farms, and regional milk production. Respondents also have a positive WTP to support all farms but only in combination with regional production. We further find a positive WTP to support small farms in combination with tethering. This implies animal-welfare concerns are somewhat counterbalanced by fairness aspects. Our insights may support developing labels and agri-environmental policies concerning ethical aspects of conventional milk production.

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  • Markova-Nenova, Nonka & Wätzold, Frank, 2018. "Fair to the cow or fair to the farmer? The preferences of conventional milk buyers for ethical attributes of milk," Land Use Policy, Elsevier, vol. 79(C), pages 223-239.
    • Handle: RePEc:eee:lauspo:v:79:y:2018:i:c:p:223-239
    DOI: 10.1016/j.landusepol.2018.07.045
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    3. Nthambi, Mary & Wätzold, Frank & Markova-Nenova, Nonka, 2018. "Quantifying benefit losses from poor governance of climate change adaptation projects: A discrete choice experiment with farmers in Kenya," MPRA Paper 94678, University Library of Munich, Germany.
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    5. Nthambi, Mary & Markova-Nenova, Nonka & Wätzold, Frank, 2021. "Quantifying Loss of Benefits from Poor Governance of Climate Change Adaptation Projects: A Discrete Choice Experiment with Farmers in Kenya," Ecological Economics, Elsevier, vol. 179(C).
    6. Georgia Papoutsi & Pantelis Noulas & Katerina Tsatoura, 2022. "Animals or Humans: What Do Greek Consumers Care More about When Buying Feta Cheese?," Sustainability, MDPI, vol. 15(1), pages 1-14, December.

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