# Sociodemographic characteristics that impact southeastern US consumers' awareness and concern about highly pathogenic avian influenza in dairy products

## TL;DR

A survey of southeastern US consumers found that only 15% were aware of avian flu in dairy, with awareness and concern linked to demographics like having children or urban living.

## Contribution

This study identifies sociodemographic factors influencing awareness and concern about HPAI in dairy products in the southeastern US.

## Key findings

- Only 15% of surveyed consumers were aware of HPAI in the dairy industry.
- Awareness and concern were higher among those with children under 12, farm backgrounds, or urban residency.
- Most aware consumers (66%) reported no change in dairy purchasing behavior due to HPAI.

## Abstract

Summary: In a survey of 5,290 southeastern US participants, only 15% were aware of highly pathogenic avian influenza (HPAI) in the context of the dairy industry. Awareness was higher among the respondents with children under the age of 12, individuals holding at least a bachelor's degree, respondents with farm backgrounds, individuals with higher incomes, and respondents who live in metropolitan areas, suburbs, or small towns. Among the aware group, concern levels were significantly higher in households with children under 12 (+8.8%), those with a farm background (+6.5%), and metropolitan residents (+19.5%). Among aware participants, 66% reported no impact of HPAI on their dairy purchasing behavior, while 18% reported a positive impact, and 17% had a negative impact. These findings suggest that, although awareness remains low, concern varies by demographic factors and may influence dairy purchase decisions in specific consumer groups.

Summary: In a survey of 5,290 southeastern US participants, only 15% were aware of highly pathogenic avian influenza (HPAI) in the context of the dairy industry. Awareness was higher among the respondents with children under the age of 12, individuals holding at least a bachelor's degree, respondents with farm backgrounds, individuals with higher incomes, and respondents who live in metropolitan areas, suburbs, or small towns. Among the aware group, concern levels were significantly higher in households with children under 12 (+8.8%), those with a farm background (+6.5%), and metropolitan residents (+19.5%). Among aware participants, 66% reported no impact of HPAI on their dairy purchasing behavior, while 18% reported a positive impact, and 17% had a negative impact. These findings suggest that, although awareness remains low, concern varies by demographic factors and may influence dairy purchase decisions in specific consumer groups.

•Only 15% of surveyed southeastern US consumers were aware of HPAI in dairy.•People with children, farm backgrounds, or urban residences were more concerned.•Awareness of HPAI minimally affected dairy buying habits among surveyed consumers.•Targeted risk communication on dairy safety and animal health is highlighted.

Only 15% of surveyed southeastern US consumers were aware of HPAI in dairy.

People with children, farm backgrounds, or urban residences were more concerned.

Awareness of HPAI minimally affected dairy buying habits among surveyed consumers.

Targeted risk communication on dairy safety and animal health is highlighted.

The highly pathogenic avian influenza H5N1 (HPAI) has recently been identified in the dairy industry in the United States. Research has addressed consumer behavior in the context of HPAI among poultry products and birds, but fewer studies have addressed consumer awareness in the dairy context. Given recent HPAI infections in dairy herds and viral loads in fluid milk, a better understanding of consumer awareness and concern could aid in future efforts to inform the public. An online survey of 9 states in the southeastern US was conducted to elicit consumer awareness of HPAI and concern in the context of dairy products. Whether HPAI influenced purchasing behavior of dairy products was also assessed. A total of 5,290 respondents were surveyed with 14.7% (n = 775) having heard of HPAI in the dairy industry. Binary and ordered probit models were used to analyze the data. People who had young children (<12 yr old), farm backgrounds, higher incomes, or lived in metropolitan areas, suburbs, or small towns were more likely to be aware of HPAI than individuals without these attributes. Females were less likely to be aware relative to other genders. Concern over HPAI in dairy products was heightened for participants with young children, with farm backgrounds, or those who live in metropolitan areas (relative to rural areas). Among aware participants, females exhibited a decreased dairy product purchase likelihood in the context of HPAI.