Consumer acceptance and willingness to pay for cow housing systems in eight European countries

Free walk housing systems aim to address major animal health issues for dairy cows and support higher animal welfare. The purpose of this study is to estimate consumer acceptance of different housing systems and willingness to pay (WTP) for milk from tie-stall, cubicle, compost-bedded, and artificial floor housing systems in addition to attitudes toward animal welfare. Focus groups were held to identify the pertinent concepts for an online quantitative survey conducted in eight European countries. A discrete choice experiment was included for estimating WTP. Consumers are found to care about animal welfare and grazing. Results indicate consumers like the compost-bedded system the best followed by the artificial floor system; however, no positive WTP for these systems was found. Consumers seem to find the current labeling rules regarding organic production and grazing sufficiently informative. The results can help producers make more informed investment and marketing decisions regarding cow husbandry.