Organic Milk Products
Consumption of organic milk has increased steadily, albeit its market shares vary considerably in different countries. In the United States, the increase in organic consumption may be due to introduction of rBGH into conventional dairy farming (DuPuis, 2000). The thrust for organic milk consumption is often seen to promote the assumed better animal welfare, higher quality of milk, and higher income for farmers, yielding a more sustainable product (DuPuis 2000). This connects well with emphasis for naturalness and ethical considerations about sustainability as a systemic notion (Klockner and Ohms 2009, Mikkola and Risku-Norja 2014).
That organic products represent multidimensional quality for sustainability is, intriguingly, agreed in general by organic consumers and nonorganic consumers (Hughner et al., 2007; Yiridoe et al., 2005). However, consumers seem not to understand well the differences between conventional and organic dairy farming methods, and when making a dedicated effort to learn more they did not end up with simplistic appreciation of either production mode in a citizens' jury (Barnes et al., 2009). British consumers find it difficult to justify the premium prices of organic milk (Padel and Foster, 2005). In Finland, public catering managers are on the one hand willing to consume organic milk (Mikkola, 2009), while they also may be concerned about its lacking technological quality, such as fat layer on top of the milk column, lacking fortification of vitamin D, and relatively low levels of selenium (Mikkola, 2009). An intriguing interpretation about mismatch between consumers' appreciation of organic milk products on the one hand and their low market shares is that it represents an ideal world for consumers, most of whom have not been able to position themselves accordingly in the market (Mikkola and Morley, 2013).