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AbstractIn the establishment and maintenance of a housing system for cattle by farmers, their perception of housing systems plays an important role in their decision to choose the environmentally sustainable housing system. The aim of this study was to determine farmers’ attitudes towards their role, environmental sustainability, and perceived government support, to determine whether the role of cattle farmers influences their perceptions of different cattle housing systems, and to create a typology of cattle farmers based on these attitudes. The paper was based on online surveys (n = 306) and five focus groups with Slovenian cattle farmers (n = 42). Results show that the majority of participants placed a higher value on production than on the environment, but had adopted animal and environmentally friendly housing systems to achieve higher production and profits and to receive full direct payments. Four groups of cattle farmers based on the attitudes towards their role, environmental sustainability, and perceived governmental support were identified: Productivists, Traditionalists, Abandoners, and Environmentalists. Most respondents belonged to the Productivist group, who believed that environmental measures have a negative impact on agricultural development. A characteristic of the smaller Traditionalist group is that these farmers claimed to have an obligation to preserve or improve the environment for future generations. For Environmentalists, environmentally friendly agriculture is most important. The smallest group identified consists of farmers who indicated their role as a farmer was not important because they were likely to give up farming. Systematically planned communication aimed at different groups of farmers is needed to promote acceptance of changes in housing systems for cattle that reduce the greenhouse effect.HIGHLIGHTSThe majority of farmers placed a higher value on production than on the environment.They had adopted animal and environmentally friendly housing systems to achieve higher production and profits and to receive full direct payments.There were four groups of cattle farmers: Productivists, Traditionalists, Abandoners, and Environmentalists.

AbstractThe study analyses the importance of the protected designation of origin (PDO) as a selection criterion in purchases of traditional food products in a consumer’s daily life, the awareness of products with a PDO label, and determinants of use of the PDO label for purchasing PDO-labelled products. A survey questionnaire was distributed by regular mail to a representative sample of Slovenian consumers. The survey results show that the presence of a PDO label on a food package is not too important for respondents. Slovenian consumers tend to pay greater attention to the taste of the product, its positive impact on their health, and the ingredients. There is low awareness of PDO-labelled products, which may be explained by the fact that Slovenia has a weak tradition in using geographical indications. Among consumers who were aware of products with a PDO label, their interests and quality perceptions played a significant role in shaping their use of the PDO label. The study demonstrated a direct relationship between the belief the PDO signals a better-quality product and use of the PDO label.HighlightsA PDO label is not too important to Slovenian consumers.There is poor awareness of the PDO label.It is worth investing in PDO labels.

AbstractTo evaluate market-oriented strategic decision-making by farmers in Central and Eastern Europe (CEE) farm development paths of dairy farmers in Slovenia, Poland and Lithuania were analysed. The influence of internal strengths and weaknesses, external opportunities and threats, and farmer goals on strategic choices and performance were explored. Principal component, hierarchical cluster and regression analyses were performed to test the conceptual framework. Seven strategic groups emerged with specific development paths, that is, Wait and see, Movers, Chain integrators, Specializers and Diversifiers. The latter two split into cooperative and independent groups. Maximisation of profit and sustainable farming ranked highest as farming goals. Availability of land and labour were weaknesses for all strategic groups in all countries. External opportunities and threats varied between countries and to a lesser degree between strategic groups. The Wait and see and Cooperating diversifier groups gave less optimistic scores than other strategic groups. The attitudes of CEE farmers towards the market and future Common Agricultural Policy remain more negative than those of a group of Western European farmers. The results of this study confirm that internal strengths and weaknesses, external opportunities and threats, together with farmers’ goals and strategies influence farmer performance, but independently of each other. Strategies do not appear to be a mediating variable between the internal and external environment of the farm and the performance of the farm. Policy makers, companies and extension workers should take the heterogeneity in strategic development into account when dealing with these and similar groups of farms.