Table 1 Definition of the multi-item constructs (original items)

Perceived risks (Bredahl 2001; Tung et al. 2008)

Risk perceptions associated with the adoption of the production practice in the supply chain

v1

Overall, applying this innovation to dairy production involves considerable risk to the environment, the animals, myself and other people that are important to me.

v2

Overall, applying this innovation to dairy production will prove harmful to the environment, the animals, myself and other people that are important to me.

v3

Overall, applying this innovation to dairy production will prove disadvantageous to the environment, the animals, myself and other people that are important to me.

Perceived benefits (Bredahl 2001; Tung et al. 2008)

Benefit perceptions associated with the adoption of the production practice in the supply chain

v4

Overall, applying this innovation to dairy production will prove beneficial to the environment, the animals, myself and other people that are important to me.

v5

Overall, applying this innovation to dairy production will offer great benefits to the environment, the animals, myself and other people that are important to me.

v6

Overall, applying this innovation to dairy production will prove advantageous to the environment, the animals, myself and other people that are important to me.

Perceived behavioural control (PBC) (Bredahl 2001; Saba and Messina 2003; Tung et al. 2008)

The perceived ease or difficulty of buying a product from farms applying the production practice

v7

If dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding] were available in the stores nothing would deter me from buying them.

v8

Whether I would buy dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding]—if available in the stores—is entirely up to me.

v9

How much control do you believe you have over whether or not you purchase dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding] for your household if available in the stores?

Moral norm (MN) (Bredahl 2001; Dean et al. 2008)

A consumer’s personal beliefs regarding what is right or wrong

v10

Buying dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding] feels like the morally right thing to do.

v11 (R)

Buying dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding] goes against my basic principles.

v12

Buying dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding] would make me feel like a better person.

Subjective norm (SN) (Dean et al. 2008; O’Connor et al. 2006; Olsen et al. 2008; Tung et al. 2008)

A consumer’s perception of relevant opinions on whether to purchase a dairy product from farms applying the production practice

v13

Most people who are important to me would approve of me buying dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding].

v14

Most people who I value think that I should buy dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding] if they were available in the shops.

v15

My family would encourage me to buy dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; C. prolonging maternal feeding].

Attitude (ATU) (Bredahl 2001; Cook and Fairweather 2007; Davis et al. 1992; Tung et al. 2008)

Consumer positive or negative feeling associated with the adoption of the production practice

v16

The introduction of such innovation in the supply chain would be acceptable for me.

v17

All things considered introducing such an innovation in the dairy supply chain is not a good idea.

v18

Applying such an innovation in the dairy supply chain would be wise.

Intention to purchase (Venkatesh et al. 2003)

Consumer intention to purchase a dairy product from farms applying the production practice

v19

All things considered, if dairy products produced on farms utilizing [A. agroforestry; B. alternative protein sources; c. prolonging maternal feeding] were available in the shops, I would definitely buy them.