A study conducted by the University of Portsmouth found that consumers prioritize animal welfare more than environmental sustainability when purchasing meat and dairy products. The study involved 3,192 participants across five European countries (Czechia, Spain, Sweden, Switzerland, and the UK). It revealed that the key factors for consumers are freshness, quality/taste, and animal welfare, which overshadow concerns about environmental sustainability.

The findings suggest that these preferences can guide producers and retailers in enhancing their marketing strategies for sustainable products by focusing on attributes that consumers deem most important. For example, emphasizing animal welfare standards and product quality might be more effective than highlighting environmental credentials alone.