Ethics and Innovation in Organic Dairy Farming: Exploring German Consumers’ Perceptions and Expectations - A Focus Group Study

Animal welfare and naturalness are central concerns for consumers of organic dairy products in Germany. This study conducted a total of four focus group discussions (FGD) in the Frankfurt am Main and Düsseldorf areas to investigate consumer perceptions and expectations regarding ethical aspects and technological innovations in organic dairy farming (ODF). The findings indicate that consumers expect species-appropriate husbandry throughout the animal’s lifecycle, including mother-bonded calf rearing, ethical handling of male calves, pasture access, natural feeding, and low-stress slaughter. Technology is accepted provided it enhances animal welfare and maintains the human-animal bond. Knowledge gaps about ODF practices were identified, reinforcing the need for greater transparency. Ethical considerations shape consumer perceptions, with a widespread rejection of anthropocentrism. Many participants expressed a biocentric perspective, recognizing the intrinsic value of all living beings and supporting a “New Deal” approach. A relationist perspective was also reflected, with participants emphasizing the importance of close human-animal relationships, particularly between farmers and livestock, as a key factor for ensuring ethical treatment. Given the increasing consumer shift toward plant-based alternatives, organic farming (OF) must reaffirm its role as the leading model for ethical agriculture. Strengthening its commitment to ethical principles is essential for driving a sustainable transformation of food systems and ensuring its relevance in the future.