In recent decades, environmental concerns have grown significantly worldwide, driven by mounting evidence of climate change, biodiversity loss and environmental degradation. This trend is particularly evident in the dairy industry, encompassing both meat and milk production, as dairy cattle are a major contributor to global livestock emissions. In response, many consumers are shifting toward plant-based alternatives, which are gaining popularity for their lower environmental impact and perceived health benefits (Ripple et al., 2019).
Despite the well-documented environmental impact of dairy production, cow milk continues to hold a unique appeal for consumers. This study adopts an interdisciplinary approach, integrating human and socio-economic theories, to investigate the influence of environmental literature on readers' attitudes and behaviours. Employing an original experimental survey that combines ecocritical analysis with consumer behaviour theory, we aim to assess how exposure to different online articles affects consumer choices.
The research hypothesis posits that specific types of information and narratives can alter the perception of habitual products. In this study, we focus on dairy products, comparing the effects of two articles: one addressing the living conditions of animals on UK farms and the other exploring the cultural impact of Anne Boleyn. We hypothesize that the first article will influence consumer choices differently than the second. The study seeks to shed light on how varied factors, including environmental messaging and cultural context, shape consumer perceptions and purchasing decisions. By examining these dynamics, we aim to contribute valuable insights into the interplay between environmental awareness and consumer behaviour.