Consumers' preferences and willingness to pay for sustainable milk in Zimbabwe

Numerous studies, primarily conducted in developed countries, have shown that unsustainable farming practices pose significant challenges, including global warming, water pollution, diseases, and biodiversity loss. As a result, consumers in these regions are shifting their preferences toward sustainably produced milk, prompting a reevaluation of dairy production systems. However, there is limited understanding of consumers' preferences for sustainable milk in developing countries. A consumer survey was conducted to examine consumers' perceptions and their willingness to pay for sustainable milk attributes.