Understanding consumer and societal attitudes to sheep production

Publication date: 28-01-2026
Extent: 22 pages

Contributions by: Emilia Cubero Dudisnskaya, Serena Mandolesi, Simona Naspetti and Raffaele Zanoli, Università Politecnica delle Marche, Italy

Chapter synopsis:

Sheep farming contributes to the world economy by producing wool, meat and dairy products and is an integral part of the agricultural sector. Sheep provide important ecosystem services, but their methane emissions can contribute to environmental problems. Transformations in social and consumer attitudes towards lamb and dairy products reflect changes in taste and a growing awareness of the health, environmental and ethical aspects of food choices. Increasing demand for more sustainable and ethically produced products encourages practices prioritising animal welfare, ecological protection and responsible management of natural resources. Emerging trends suggest that the future of the sheep meat and dairy industry lies in a harmonious balance between satisfying consumer preferences, taking into account environmental considerations and ensuring the welfare of the animals involved in the production process.

DOI: 10.19103/AS.2024.0147.01