Consumers across five European countries prioritise animal welfare above environmental sustainability when buying meat and dairy products

Summary

Food production systems, especially meat and dairy supply chains, contribute to greenhouse gas emissions. An important question emerges as to whether consumers care about environmental sustainability when buying food products, as this can determine their consumption practices. Further, if sustainability labels are available, identifying information that is relevant to consumers is important. This research therefore aimed to identify the attributes that are most important for consumers when buying meat or dairy products and the perceived helpfulness of sustainability labels for meat and dairy products and important label properties. An online survey was conducted in five European countries (i.e. Czechia, Spain, Sweden, Switzerland, and the UK). Consumers valued similar attributes when buyin