Scholars in the fields of animal science and technology have investigated how precision livestock farming (PLF) can contribute to the quality and efficiency of animal husbandry and to the health and welfare of farm animals. Although the results of such studies provide promising avenues for the development of PLF technologies and their potential for the application in animal husbandry, the perspectives of consumers with regard to PLF technologies have yet to be the subject of much investigation. To address this research gap, the current study explores consumer perceptions of PLF technologies within the pork and dairy value chains. The investigation is based on results from six focus group discussions conducted in three European countries, each reflecting a different market environment: Finland, the Netherlands and Spain. The results indicate that consumers expect the implementation of different PLF technologies to enhance the health and welfare of farm animals, while generating environmental improvements and increasing the transparency of value-chain processes. The analysis further reveals three over-arching consumer concerns: (1) the fear that the integration of PLF technologies will introduce more industrialisation into livestock farming production; (2) the concern that PLF technologies and data are vulnerable to misuse and cyber-crime; and (3) the concern that PLF information is not communicated adequately to allow informed purchase decisions. The research findings provide directions for members of the animal-based food value chain to make informed decisions to improve their sustainability, social responsibility and credibility by endorsing the acceptance of PLF (technologies) amongst European consumers.

As a concept that is somewhat under emergence, the notion of the Metaverse varies across different academic articles. Yet there is a shared view on the benefits to its ongoing implementation, particularly for digital art, where the technology can provide a new metric for artists to showcase and sell their artwork to a global audience with minimal barriers, and for consumers to have an unbounded experience not limited by physical space or museum entry fees. In this article, a contribution is provided to a broader conversation about the future of the digital art and the Metaverse and its role in shaping our online culture. We discuss the concept of the Metaverse, its structure, the role of artificial intelligence and the benefits (and limitations) the technology holds for digital art. For a case study, we develop a 3D art gallery housing an art collection generated using artificial-intelligence-based techniques such as diffusion models. A total of 67 individuals are surveyed from three pools (two in-person and one online-based), with questions relating to the future of digital art, the Metaverse and artificial intelligence. Findings include that the majority of participants were familiar with the concept of the Metaverse and overall, they had a predominately optimistic view of both the use artificial intelligence for art, and the use of the Metaverse to support digital art, with 85.3% of the participants having already seen artificial-intelligence-based artwork. The identification of consumer segments further highlights the importance of finding customised solutions, considering consumers’ heterogenous preferences for AI-generated art. Research presented in this article will be beneficial for those looking to explore the Metaverse for artwork and develop virtual galleries, and the findings further highlight the Metaverse as a potential democratising force in the art world.

In order to better understand stress responses, neuroimaging studies have investigated the underlying neural correlates of stress. Amongst other brain regions, they highlight the involvement of the prefrontal cortex. The aim of the present study was to explore haemodynamic changes in the prefrontal cortex during the Maastricht Acute Stress Test (MAST) using mobile functional Near-Infrared Spectroscopy (fNIRS), examining the stress response in an ecological environment. The MAST includes a challenging mental arithmic task and a physically stressful ice-water task. In a between-subject design, participants either performed the MAST or a non-stress control condition. FNIRS data were recorded throughout the test. Additionally, subjective stress ratings, heart rate and salivary cortisol were evaluated, confirming a successful stress induction. The fNIRS data indicated significantly increased neural activity of brain regions of the dorsolateral prefrontal cortex (dlPFC) and the orbitofrontal cortex (OFC) in response to the MAST, compared to the control condition. Furthermore, the mental arithmetic task indicated an increase in neural activity in brain regions of the dlPFC and OFC; whereas the physically stressful hand immersion task indicated a lateral decrease of neural activity in the left dlPFC. The study highlights the potential use of mobile fNIRS in clinical and applied (stress) research.

Over the last few decades, animal welfare (AW) labels have become permanent factors in consumer markets for animal-based food products across Europe. During this time, scholarly thinking about consumer perspectives on AW labelling has identified problems that hinder the effectiveness of labels, pertaining to (i) consumers’ trust in labels, (ii) the number of labels present in the market, (iii) confusion about the meaning of labels, (iv) trade-offs between AW labels and price, (v) consistency between the AW standards and consumers’ individual opinions about AW and (vi) the ability of animal-based sectors to innovate in AW labelling. Based on these insights, this study explores the current state of these problems by questioning 2.433 consumers from four countries in the European Union (Finland, the Netherlands, Spain, and Italy) about these issues. The results show that, while opinions differ between countries and cross-border consumer segments, these issues persist for many consumers. These results cast doubt on the idea that AW labels in their traditional form can substantially increase their effect on the market. The study therefore explores potential data-based solutions to persistent consumer problems by drawing on precision livestock and e-commerce technologies. It extends current data use, which is often limited to farms and value chain actors but rarely reaches consumers. We argue that innovative technologies create opportunities to influence consumers in the often neglected pre- and post-purchase stages, through a selection system where consumers can indicate their AW preferences, receive feedback, and transparently provide insight into their preferences to other value chain actors.

This case study outlines the steps Oatly has taken so far to achieve its goal of becoming the largest ‘dairy and milk’ producer in the world. Oatly develops, produces and markets dairy and milk analogues, with an overriding ambition to promote structural changes in the dairy industry. Oatly’s approach relies on state-of-the-art technologies that can create dairy analogues and milk-like fluids. The resulting products are marketed under their own brand and promoted by provocative and innovative communication strategies that include storytelling, policy-related activities, social media campaigns and more traditional sales concepts. The company is constantly developing and opening factories that enable them to expand into foreign markets, whilst applying diverse marketing strategies. Following Oatly’s example, other retailers and food companies also expressed their interest in dairy and milk replacement products, increasing the market competition.

Virtual Reality (VR) involves the coupling of visual communication hardware and software. The technology is capable of offering transformative educational practice and is increasingly being adopted within the biochemistry domain to better understand complex biochemical processes. This article documents a pilot study for the efficacy of VR in biochemistry education at undergraduate university level, focusing on the citric acid cycle: a central process for extracting energy in most cellular life forms. 10 participants were equipped with a VR headset and electrodermal activity (EDA) sensors, then immersed within a digital environment where they were able to learn the 8 main steps of the citric acid cycle within a virtual lab by completing 8 levels of activity. Post and pre surveys were taken, along with EDA readings throughout the students’ interaction with VR. Research findings support the hypothesis that VR increase students’ understanding, particularly if students feel engaged, stimulated and intend to use the technology. Moreover, EDA analysis indicated that the majority of participants demonstrate enhanced engagement in the education-based VR-experience as measured by elevated levels of skin conductance, a marker for autonomic arousal and a measure of engagement in an activity.