Understanding public preferences for different dairy farming systems using a mixed-methods approach

Global production of milk has doubled over the past 50 yr, yet dairy farming in high-income countries faces scrutiny over practices perceived to affect animal welfare. One such practice is housing dairy cows year-round without access to pasture, which is the norm across North America and increasing within Europe, despite evidence of significant public support for grazing. Diverging opinion between the farming community and the public about what animal welfare means could be a key factor; however, lack of insight into the understanding and motivations underpinning public preferences for grazing could also hamper resolution. On the basis that more information could increase engagement between parties, 60 members of the public across the United Kingdom were interviewed to understand their perspectives of 3 dairy farming scenarios incorporating different amounts of grazing or housing. Their responses were analyzed using a mixed-methods approach combining reflexive thematic analysis with linguistic analysis. The integrated results indicated participants had a dual vision of the cow, seeing her as both domestic and wild. A scenario with housing in winter and grazing in summer therefore suited her, providing both protection and naturalness, and was most associated with analytic thinking. Interviewees also confessed ignorance about the cow's needs, either deferring to others' judgment-including the cow herself-or using familiarity and anthropomorphism to assess the scenarios. This again resulted in most optimism, confidence, and positivity for housing in winter and grazing in summer, and most negativity for housing cows year-round. Grazing was aspirational, but keeping cows outside in winter was confusing and concerning. These findings offer opportunities for the dairy industry to adapt communication or systems to better meet societal views; for example, incorporating access to pasture or increasing cow choice.