IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i15p8418-d603241.html
   My bibliography  Save this article

Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

Author

Listed:
  • Karynn Capilé

    (Graduate Program in Bioethics, Applied Ethics and Public Health (PPGBIOS), Biomedical Institute, Fluminense Federal University, Rua Prof. Hernani Melo, 101-São Domingos, Niterói 24210-130, RJ, Brazil)

  • Claire Parkinson

    (Centre for Human Animal Studies (CfHAS), CE210 Creative Edge Building, Edge Hill University, St Helens Road, Ormskirk L39 4QP, UK)

  • Richard Twine

    (Centre for Human Animal Studies (CfHAS), CE210 Creative Edge Building, Edge Hill University, St Helens Road, Ormskirk L39 4QP, UK)

  • Erickson Leon Kovalski

    (Graduate Program in History of Science and Technics & Epistemology, Federal University of Rio de Janeiro Avenida Athos da Silveira Ramos, 274, NCE/CCMN-Cidade Universitária-Ilha do Fundão, Rio de Janeiro 21941-916, RJ, Brazil)

  • Rita Leal Paixão

    (Graduate Program in Bioethics, Applied Ethics and Public Health (PPGBIOS), Biomedical Institute, Fluminense Federal University, Rua Prof. Hernani Melo, 101-São Domingos, Niterói 24210-130, RJ, Brazil)

Abstract

Food packages must communicate mandatory information, but they can also be used for marketing practices such as promotion and are a communication pathway from industry to consumer. Considering that cows are the main beings affected by the dairy industry, it is essential to scrutinise what dairy product packages convey about them. The aims of this study are to analyse the occurrence of reference to cows on the packaging of dairy products in popular supermarket retail stores in Brazil and the United Kingdom and to discuss ethical implications of promotional practices of dairy producers. We found that in both countries most packaging does not refer to cows at all. In the UK, an average of 31% of the packaging used some visual reference to cows, and in Brazil an average of 15% of packaging used some visual reference to cows. We identified four modalities of cow signifiers with a strong common appeal to nature that reflect and reaffirm an idyllic narrative of milk production. Our findings reflect the concept of absent referent, coined by Carol Adams, both on the packages containing some type of cow representation and on the packages not containing any. Considering that it might influence the consumer’s understanding and attitude towards cows, we highlight that the lack of adequate information about cows’ conditions and the obscuring of problematic issues in cows’ exploitation through the globalization of the happy cow narrative are two important issues to be placed on the Marketing Ethics concerns.

Suggested Citation

  • Karynn Capilé & Claire Parkinson & Richard Twine & Erickson Leon Kovalski & Rita Leal Paixão, 2021. "Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom," Sustainability, MDPI, vol. 13(15), pages 1-24, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8418-:d:603241
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/15/8418/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/15/8418/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Clemens Driessen & Leonie Heutinck, 2015. "Cows desiring to be milked? Milking robots and the co-evolution of ethics and technology on Dutch dairy farms," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 32(1), pages 3-20, March.
    2. Vinnari, Eija & Laine, Matias, 2017. "The moral mechanism of counter accounts: The case of industrial animal production," Accounting, Organizations and Society, Elsevier, vol. 57(C), pages 1-17.
    3. Mary Lyn Stoll, 2002. "The Ethics of Marketing Good Corporate Conduct," Journal of Business Ethics, Springer, vol. 41(1), pages 121-129, November.
    4. David Tilman & Michael Clark, 2014. "Global diets link environmental sustainability and human health," Nature, Nature, vol. 515(7528), pages 518-522, November.
    5. Elke Stehfest, 2014. "Food choices for health and planet," Nature, Nature, vol. 515(7528), pages 501-502, November.
    6. Brian J. Revell, 2015. "One Man's Meat … 2050? Ruminations on Future Meat Demand in the Context of Global Warming," Journal of Agricultural Economics, Wiley Blackwell, vol. 66(3), pages 573-614, September.
    7. Deckers, Jan, 2010. "Should the consumption of farmed animal products be restricted, and if so, by how much?," Food Policy, Elsevier, vol. 35(6), pages 497-503, December.
    8. Khosro S. Jahdi, 2012. "Marketing communications and ethics," Palgrave Macmillan Books, in: Mary M. McKinley (ed.), Ethics in Marketing and Communications, chapter 1, pages 1-17, Palgrave Macmillan.
    9. Revell, Brian J., 2015. "One Man’s Meat…. 2050? Ruminations on future meat demand in the context of global warming," 89th Annual Conference, April 13-15, 2015, Warwick University, Coventry, UK 204205, Agricultural Economics Society.
    10. Daiana de Oliveira & Linda J Keeling, 2018. "Routine activities and emotion in the life of dairy cows: Integrating body language into an affective state framework," PLOS ONE, Public Library of Science, vol. 13(5), pages 1-16, May.
    11. Sophie De Graaf & Filiep Vanhonacker & Ellen J. Van Loo & Jo Bijttebier & Ludwig Lauwers & Frank A. M. Tuyttens & Wim Verbeke, 2016. "Market Opportunities for Animal-Friendly Milk in Different Consumer Segments," Sustainability, MDPI, vol. 8(12), pages 1-17, December.
    12. Mullins, Willard A., 1972. "On the Concept of Ideology in Political Science," American Political Science Review, Cambridge University Press, vol. 66(2), pages 498-510, June.
    13. Fredrik Hedenus & Stefan Wirsenius & Daniel Johansson, 2014. "The importance of reduced meat and dairy consumption for meeting stringent climate change targets," Climatic Change, Springer, vol. 124(1), pages 79-91, May.
    14. Andy Wible, 2011. "It’s All on Sale: Marketing Ethics and the Perpetually Fooled," Journal of Business Ethics, Springer, vol. 99(1), pages 17-21, February.
    15. Paula Arcari, 2017. "Normalised, human-centric discourses of meat and animals in climate change, sustainability and food security literature," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 34(1), pages 69-86, March.
    16. Wenge Fu & Vasant P. Gandhi & Lijuan Cao & Hongbo Liu & Zhangyue Zhou, 2012. "Rising Consumption of Animal Products in China and India: National and Global Implications," China & World Economy, Institute of World Economics and Politics, Chinese Academy of Social Sciences, vol. 20(3), pages 88-106, May.
    17. Oscar Horta, 2013. "Expanding Global Justice: The Case for the International Protection of Animals," Global Policy, London School of Economics and Political Science, vol. 4(4), pages 371-380, November.
    18. Richard Twine, 2014. "Vegan Killjoys at the Table—Contesting Happiness and Negotiating Relationships with Food Practices," Societies, MDPI, vol. 4(4), pages 1-17, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bowles, Nicholas & Alexander, Samuel & Hadjikakou, Michalis, 2019. "The livestock sector and planetary boundaries: A ‘limits to growth’ perspective with dietary implications," Ecological Economics, Elsevier, vol. 160(C), pages 128-136.
    2. Bhagyashree Katare & H. Holly Wang & Jonathan Lawing & Na Hao & Timothy Park & Michael Wetzstein, 2020. "Toward Optimal Meat Consumption," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(2), pages 662-680, March.
    3. Thanh-Lam Nguyen & Do Huu Tai & Lam Thanh Hien & Doan Manh Quynh & Phan Ngoc Son, 2020. "A Novel Model to Predict Plant-Based Food Choice-Empirical Study in Southern Vietnam," Sustainability, MDPI, vol. 12(9), pages 1-25, May.
    4. Filippini, Massimo & Srinivasan, Suchita, 2019. "Impact of religious participation, social interactions and globalization on meat consumption: Evidence from India," Energy Economics, Elsevier, vol. 84(S1).
    5. Tom Joerß & Payam Akbar & Robert Mai & Stefan Hoffmann, 2017. "Conceptualizing sustainability from a consumer perspective [Konzeptionalisierung der Nachhaltigkeit aus der Konsumentensicht]," NachhaltigkeitsManagementForum | Sustainability Management Forum, Springer, vol. 25(1), pages 15-23, June.
    6. Brent F. Kim & Keeve E. Nachman & Roni A. Neff & Marie L. Spiker & Raychel E. Santo, 2016. "Concerns re: interpretation and translation of findings in Energy use, blue water footprint, and greenhouse gas emissions for current food consumption patterns and dietary recommendations in the US," Environment Systems and Decisions, Springer, vol. 36(1), pages 104-105, March.
    7. Bonnet, Céline & Bouamra-Mechemache, Zohra & Réquillart, Vincent & Treich, Nicolas, 2020. "Viewpoint: Regulating meat consumption to improve health, the environment and animal welfare," Food Policy, Elsevier, vol. 97(C).
    8. Bazoche, Pascale & Guinet, Nicolas & Poret, Sylvaine & Teyssier, Sabrina, 2021. "Does the provision of information increase the substitution of animal proteins with plant-based proteins? An experimental investigation into consumer choices," Working Papers 313663, Institut National de la recherche Agronomique (INRA), Departement Sciences Sociales, Agriculture et Alimentation, Espace et Environnement (SAE2).
    9. Perino, Grischa & Schwirplies, Claudia, 2022. "Meaty arguments and fishy effects: Field experimental evidence on the impact of reasons to reduce meat consumption," Journal of Environmental Economics and Management, Elsevier, vol. 114(C).
    10. Jennifer A. Jay & Raffaella D’Auria & J. Cully Nordby & David Andy Rice & David A. Cleveland & Anthony Friscia & Sophie Kissinger & Marc Levis & Hannah Malan & Deepak Rajagopal & Joel R. Reynolds & We, 2019. "Reduction of the carbon footprint of college freshman diets after a food-based environmental science course," Climatic Change, Springer, vol. 154(3), pages 547-564, June.
    11. Jayet, Pierre-Alain & Isbasoiu, Ancuta & De Cara, Stéphane, 2020. "Slaughter cattle to secure food calories and reduce agricultural greenhouse gas emissions? Some prospective estimates for France," Review of Agricultural, Food and Environmental Studies, Institut National de la Recherche Agronomique (INRA), vol. 101(1), July.
    12. Mario Herrero & Benjamin Henderson & Petr Havlík & Philip K. Thornton & Richard T. Conant & Pete Smith & Stefan Wirsenius & Alexander N. Hristov & Pierre Gerber & Margaret Gill & Klaus Butterbach-Bahl, 2016. "Greenhouse gas mitigation potentials in the livestock sector," Nature Climate Change, Nature, vol. 6(5), pages 452-461, May.
    13. Einhorn, Laura, 2020. "Normative social influence on meat consumption," MPIfG Discussion Paper 20/1, Max Planck Institute for the Study of Societies.
    14. Singh, Kripal & Ansari, Faiz Ahmad & Ingle, Kapilkumar Nivrutti & Gupta, Sanjay Kumar & Ahirwal, Jitendra & Dhyani, Shalini & Singh, Shraddha & Abhilash, P.C. & Rawat, Ismael & Byun, Chaeho & Bux, Fai, 2023. "Microalgae from wastewaters to wastelands: Leveraging microalgal research conducive to achieve the UN Sustainable Development Goals," Renewable and Sustainable Energy Reviews, Elsevier, vol. 188(C).
    15. Worden, David & Hailu, Getu, 2020. "Do genomic innovations enable an economic and environmental win-win in dairy production?," Agricultural Systems, Elsevier, vol. 181(C).
    16. Arrieta, E.M. & González, A.D., 2018. "Impact of current, National Dietary Guidelines and alternative diets on greenhouse gas emissions in Argentina," Food Policy, Elsevier, vol. 79(C), pages 58-66.
    17. Isabel Knößlsdorfer & Matin Qaim, 2023. "Cheap chicken in Africa: Would import restrictions be pro-poor?," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 15(3), pages 791-804, June.
    18. Brian Revell, 2015. "Meat and Milk Consumption 2050: the Potential for Demand-side Solutions to Greenhouse Gas Emissions Reduction," EuroChoices, The Agricultural Economics Society, vol. 14(3), pages 4-11, December.
    19. Ashraf J. Zaied & Hatim M.E. Geli & Jerry L. Holechek & Andres F. Cibils & Mohammed N. Sawalhah & Charlotte C. Gard, 2019. "An Evaluation of Historical Trends in New Mexico Beef Cattle Production in Relation to Climate and Energy," Sustainability, MDPI, vol. 11(23), pages 1-17, December.
    20. Carlsson, Fredrik & Kataria, Mitesh & Lampi, Elina, 2021. "Sustainable food: can food labels make consumers switch to meat substitutes?," Working Papers in Economics 816, University of Gothenburg, Department of Economics.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8418-:d:603241. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.