This page contains the documents regarding a consumer experiment we plan to conduct at the University of Sussex in 2023 with an intended sample of about 600. The goal of the consumer experiment is to assess their knowledge, preference and willingness to pay for the climate smart dairy technologies identified in the stakeholder workshops, and the role of three different styles of information provision on these. We structured the experiment around three bundles of smart-dairy technologies. The first bundle uses what we called the natural approaches, like grass management, inclusion of herbal leys, the use of hedges, and improving soil health by reducing artificial fertilisers and other methods. These technologies reduce the carbon footprint of the farm through carbon sequestration and storage. The second bundle consists of the more technical innovations, for example, a heat recovery system, and precision livestock technologies, and genetic selection, which essentially reduce farm carbon footprint through increased efficiency. The third bundle consist of technologies that directly tackle methane or nitrous oxide production (the former is one of the most potent of greenhouse gasses, and the main environmental concern within the dairy industry). These innovations include use of feed additives to reduce enteric methane released by burping, methane capture, and the addition of additive to farm yard slurry to minimise nitrous oxide and/or methane emissions. This sample will be split in three groups, randomly. The first treatment group will watch videos of the three innovation bundles, and answer questions about these. The second treatment group will view posters with similar information content, and again answer questions about these. The control group will watch an unrelated video. Each group will complete a short survey, and then answer a series of questions on their perception, preferences and willingness-to-pay (WTP) for dairy products resulting from farms representing the three different bundles. The experiment will be programmed in Qualtrics, a specialist survey software program, and is expected to take 1 hour to complete. The experiment will take place at the Behavioural and Experimental Laboratory at Sussex University. Participants will be identified using this laboratory’s existing database (which consists of students, and staff at the University), and local media sources (to identify local consumers).