Changing the frame: the impact of welfare narrative presentation on citizen choices about cow-calf separation.

Cow-calf separation, a highly controversial practice of the dairy industry, is a frequent topic of criticism amongst citizens. The divergence in opinion that exists between the public and farmers means that the continued occurrence of this practice on dairy farms results in friction in the producer-consumer relationship. Although research into the public's perceptions of this practice is emerging, investigations into how these change using different experimental methods are lacking. This study aimed to understand how welfare message framing influences UK citizens' decision-making on cow-calf separation, using a factorial survey approach. Responses were received from 503 participants. Four of the five welfare domains, physical environment, health, behavioural interactions, and mental state, significantly influenced respondents' decision-making, with a positive welfare outcome in each domain increasing respondents' agreement with cow-calf separation and resulting in a more positive rating of the welfare impact on the calf. Respondent variables that had a significant influence on respondents' ratings were age, level of knowledge about the dairy industry, dietary preference, presence of links to the dairy industry, and type of area lived in. The pre-survey level of agreement with the practice also significantly influenced respondents' ratings. A clear understanding of citizens' viewpoints is critical in maintaining the dairy industry's social license to operate; therefore, insights gained from this study could provide a starting point for collaborative communication between the public and the dairy industry stakeholders to bridge awareness gaps on this practice, allowing for better industry transparency and improved mutual understanding of the various viewpoints held.