Attitudes and Beliefs of Raw Milk Consumers in Northern Colorado

By exploring the attitudes and beliefs of northern Colorado raw cow milk consumers, this study seeks to improve understanding of factors motivating raw milk consumption. We recruited 20 adult participants who recently participated in a cow-share program. Major factors motivating consumer preference for raw milk were alternative dairy cow maintenance practices; the belief that raw milk is a more natural or unprocessed product; perception of greater healthfulness of raw milk, including improved digestion and nutrition; desire for a closer connection to food; and preferred sensory characteristics. Despite recognized health risks, consumers considered their raw milk safe and disagreed with government information on raw milk.