Dissociation of Dairy From its Animal Origin and the Role of Disgust to Reduce Dairy Consumption

Abstract

Human consumption of cow milk dairy is detrimental to both animal welfare and maintaining climate stability. In two studies, we investigated the relationship between dairy consumption and features of cow milk associated with disgust and food rejection: its animal origin as a bodily fluid and pathogen susceptibility. Specifically, we examined whether emphasising these features through the link between cow milk and lactate would reduce willingness to consume dairy through increased disgust. In Study 1 we conducted an online experiment (N = 155; between-persons) manipulating the salience of these features (reading about lactation vs. digestion in cows) and measured the effect on disgust towards cow milk and willingness to consume cow milk and derived dairy products. Compared to the digestion manipulation, the lactation manipulation significantly increased disgust towards dairy, which fully mediated a reduction in self-reported consumption willingness. Study 2 was a conceptual replication with an in-person experiment (N = 76; within-persons) using the same manipulation (reading about lactation in cows) and measuring disgust towards cow milk and behavioural intentions to eat dairy milk chocolate (serving size). We found a similar increase in disgust towards dairy but no effect on milk chocolate serving size. We conclude that emphasising the bodily nature of lactation increases disgust towards cow milk, but this does not reliably decrease intended consumption.