Exploring sustainable dairy farming practices through consumer surveys

This structured consumer survey aimed to analyse perceptions of dairy farming practices, specifically focusing on organic production, genetically modified organisms (GMOs), alternative milk products, and consumers’ purchasing behaviours. The study encompassed a sample of 520 respondents in Serbia, with data collected through online and face-to-face surveys. The findings reveal that health considerations and sensory attributes, particularly taste, were the primary determinants influencing the purchase of milk and dairy products, followed closely by economic factors such as price and nutritional composition. While consumers generally favoured organic production, a small proportion reported consuming organic milk and dairy products regularly. Most respondents acknowledged the ecological and ethical advantages of organic farming, including contributions to environmental conservation, biodiversity, and animal welfare. However, these factors played a secondary role in their purchasing decisions. Conversely, GMOs were predominantly perceived as unnatural and potentially detrimental to human health, leading to widespread consumer apprehension. Similarly, dairy products derived from animals fed GMO crops were viewed unfavourably. The results also underscore pasture-based dairy farming as the most esteemed production system, followed by homegrown crops and prolonged maternal feeding. Alternative plant-based dairy products, including lab-derived synthetic dairy, showed low consumer acceptance. The findings illustrate the intricate interplay between consumer values, purchasing behaviours, and the perceived benefits and risks associated with organic and GMO-based products. These insights provide a foundation for developing sustainable dairy farming strategies that align with evolving consumer preferences and market trends.