Work

Are consumers interested in low-emission milk? A comparison between low- tech and high-tech solutions

Year: 2026

Type: article

Abstract: Dairy production is a significant source of food-related greenhouse gas emissions. Interventions promoting sustainable alternatives could help reduce such emissions. Concerns about plant-based (PB) drinks’ nutritional quality and the slowdown in PB drink demand highlight the need for innovation within the dairy sector. This study investigates consumers’ willingness to pay (WTP) for low-emission dairy products through a between-subjects discrete choice experiment in Italy, Germany, and Czechia. We compare two innovations differing in technological intensity: a low-tech option (milk from cows fed with a sustainable diet) and a high-tech option (cultured milk), versus conventional milk and a PB drink. Respondents were randomly assigned to one of three experimental conditions testing mandatory versus voluntary information provision, or no information, about the two innovative milk options. Findings indicate that the low-tech alternative is more accepted than the high-tech one, with price premiums varying across countries. Both innovative alternatives are preferred over PB drinks. The effect of information depends on disclosure type, price level, and country. Mandatory information has the strongest effect, increasing WTP for cultured milk in Italy and for both innovative alternatives in Germany, and reducing price sensitivity at higher price levels in these two countries. Voluntary information increases WTP for both innovative options in Italy but decreases WTP for the low-tech option in Germany. Czech consumers behave differently: both types of information reduce WTP for the low-tech alternative. Policy measures should combine cost-reducing instruments — CAP agri-environmental subsidies for low-tech solutions and R&D support for high-tech ones — with on-package or in-store information developed at country level.

Source: Food Policy

DOI: 10.1016/j.foodpol.2026.103192