Quantifying Interest in and Sentiment of Online Media About Greenhouse Gas Emissions from Cattle Production in the United States

The public is paying increased attention to the environmental impacts associated with cattle production systems in the US. Thus, cattle producers are increasingly exploring ways to communicate their efforts to reduce those environmental and climate impacts. This study uses online and social media data from 2018-2022 to examine public interest in and sentiment about beef and dairy cattle production when discussed within the context of greenhouse gas (GHG) emissions. Variation in mentions and net sentiment over the reporting period is quantified and analyzed. Over the period of data collection, which was interrupted by the COVID-19 pandemic, we find that consumers became increasingly aware of cattle production’s role in GHG emissions and the relationship between emissions and climate change. We also find that consumers have become increasingly interested in emissions mitigation strategies and sustainable practices employed in the production of beef and dairy products.