US respondents' willingness to pay for Cheddar cheese from dairy cattle with different pasture access, antibiotic use, and dehorning practices

Cheese is a widely consumed product in American diets and an important economic driver of US dairy markets. Given the widespread interest in credence attributes of fluid dairy products, the lack of knowledge of demand for animal welfare, environmental, and other credence attributes in cheeses is surprising. Increasing attention surrounding dairy cattle welfare has been placed on the disbudding or dehorning of dairy cattle, in addition to the longer term debates surrounding pasture access and antibiotic use. This work estimates willingness to pay for these attributes of dairy cattle management systems for Cheddar cheese in a nationally representative sample of 749 US household members. Ninety percent of respondents indicated they or someone in their household consumed cheese in the last year. Higher proportions of respondents with children in the household purchased cheese of any kind. Respondents had positive willingness to pay for Cheddar cheese that had the following attributes: USDA-, retailer-, and industry-verified antibiotic use not permitted, required pasture access, and dehorning with pain relief as well as polled (when compared with dehorning without pain relief). As dairy producers face tighter margins and shifting consumer preferences, increasing attention on consumer preferences for cheese may aid in increasing profitability if demanded attributes can be profitability provided.