Market potential for organic dairy and meat products from “calf-friendly” dairy farms across different consumer segments

Abstract As public criticism of the management of surplus dairy calves increases, new approaches are required to improve calf welfare to maintain the dairy industry’s license to produce. Little is known about consumers’ willingness to buy (WTB) organic dairy and meat products from farms that aim to improve the welfare of surplus dairy calves. This study aims to address this research gap by identifying potential target groups for assessing the market potential of these products in south-west Germany. For this purpose, an online survey was conducted among 922 participants in this region. Participants were presented with one of three scenarios describing different rearing systems for dairy calves that hold the potential to provide enhanced calf welfare in comparison to current dairy farming practices: Cow-calf contact, the use of dual-purpose breeds and on-farm slaughter. Factor and cluster analyses were performed to identify potential target groups for organic dairy and meat products from these “calf-friendly” rearing systems. The four clusters Conscious organic shoppers, Moderate sustainability advocates, The indifferent consumers and the Interested organic refusers were identified. The findings indicate that organic consumers who care about calf welfare and prioritize product quality and sustainability when buying food are a promising target group for products from “calf-friendly” organic dairy farms. Consumers’ WTB seems to depend more on their general attitudes and financial means than on the presented scenarios. By identifying a potential target group for these products, this study fills a research gap and may contribute to more effective and targeted marketing.