An extended version of the Technology Acceptance Model (TAM) was applied by means of Structural Equation Modelling to testing various hypotheses on attitudes and intentions of dairy farmers towards three novel sustainable production strategies, as well as the influence of organic practices and collaborative behaviours, such as information sharing with supply-chain partners. Data on the acceptance of three sustainable production strategies, namely "Agro-forestry", "Alternative protein source", and "Prolonged maternal feeding" were collected by a survey of dairy farmers in six European Union (EU) countries (Austria, Belgium, Denmark, Finland, Italy, United Kingdom). We found that perceived usefulness is the key determinant of acceptance, while the intention to adopt a sustainable production strategy may derive from the influence of opinions (and behaviours) of relevant others (e.g., leading dairy farmers, family members, advisors) showing the role of interactions among farmers and other stakeholders in the adoption of innovations. Finally, the perceived usefulness of all of the investigated strategies is higher for organic farmers, while collaborative patterns reduce the impact of subjective norm on usefulness and overall acceptance. Our findings should encourage policy makers to consider the important role of supply chain management practices, including collaboration, to enhance the sustainability of dairy farming systems.

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This international study involving seven European countries (Italy, UK, Finland, France, Spain, Greece, Turkey) was conducted to explore the relevant reasons that affect both consumer and non-consumer perceptions of sheep and goat meat. Laddering and means–end chain theory were applied. The results indicate that consumers associate sheep and goat meat with a unique taste, authenticity and natural production, linked with values such as health and enjoyment of life. In contrast, non-consumers mainly feel disgusted when they think and feel about these meats, and do not associate any specific health benefits to their consumption, disliking their taste, odour and fat content. This study is based on qualitative research. Only analytical generalizations are possible, expanding the theory on what drives consumer behaviour when purchasing meat. No previous means–end chain studies are available in the literature regarding small ruminants’ meat consumer preferences.

There is a need to develop innovations within low input and organic dairying in order to

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