In a series of interviews, the ET4D project aims to highlight key issues in sustainable dairy farming. This is the first interview in the series.

Currently, ET4D partner University of Zielona Góra (Poland) is leading a major survey on factors influencing consumer behavior in relation to dairy farming.

We spoke with Associate Professor Joanna Frątczak-Mueller from the University of Zielona Góra to gain her insights on consumer awareness of sustainable dairy practices within the EU. The interview is prepared by Innvite ApS (Denmark). 

Q1: Why is it important to understand the consumer’s point of view on dairy products?

Understanding consumer views on dairy is vital because what we buy shapes market trends. As preferences shift – like prioritizing animal welfare – producers must adapt. Social research shows a growing demand for ethical practices, meaning more consumers choose products aligned with values like sustainability and humane farming, driving meaningful changes in the industry.

Q2: To what extent can I, as a consumer, make a difference?

As a consumer, your choices matter! By making informed decisions, you support products that align with your values. Our research shows that “better” often means cheaper, tasty, and familiar – but it can also mean supporting animal welfare and sustainability. Most people already believe they impact the environment. By prioritizing ethical options, you amplify that impact and drive meaningful change.

Q3: How are price and animal welfare related, when it comes to dairy products?

Price and animal welfare in dairy go hand in hand. More of us are willing to pay extra for quality, which isn’t just about taste or health – it’s also about supporting farmers who invest in animal care and welfare. By choosing these products, we encourage farmers to make positive changes. Let’s give them the chance to create better, more ethical options for all of us.

About Joanna Fratczak-Muller:
Joanna is an associate professor at the University of Zielona Góra (Poland), specializing in social research on societal issues and public policy development for over 15 years.