Are consumers interested in low-emission milk? A comparison between low- tech and high-tech solutions

Abstract

The aim of this study is to investigate consumer preferences for more sustainable milk alternatives. Specifically, we seek to understand how consumer perception varies between sustainable solutions achieved through “natural” approaches (e.g., plant-based milk alternatives, milk produced with additives that reduce emissions caused by cattle rumination) and laboratory solutions (such as cultured milk). The study, conducted in Italy, Czechia, and Germany, includes two information treatments, provided either mandatorily or on request, explaining how the novel options achieve lower carbon emissions.