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Die Mehrzahlungsbereitschaft für Milch, Eier und Fleisch aus Tierwohlprogrammen: Eine repräsentative Verbraucherbefragung
Abstract
Die intensive Nutztierhaltung gerät seit einigen Jahren zunehmend in die öffentliche Kritik. Wachsende Teile der Verbraucher wünschen sich Fleisch und andere Produkte tierischen Ursprungs aus tiergerechteren Haltungssystemen. Als Reaktion auf diese Entwicklung sind in den letzten Jahren einige Programme auf den Markt gekommen, die Produkte aus besonders tiergerechter Erzeugung vermarkten (sog. Tierwohlprogramme). Zur Mehrzahlungsbereitschaft von Verbrauchern für Tierwohlprodukte allgemein sind bereits einige Studien durchgeführt worden. Allerdings fehlt es bislang an einer vergleichenden Gegenüberstellung der Mehrzahlungsbereitschaft und der Höhe des tolerierten Preisaufschlages für die verschiedenen spezifischen Produkte, wie Milch, Eier und Fleisch aus Tierwohlprogrammen. Zudem wurde noch nicht umfassend untersucht, ob die Mehrzahlungsbereitschaft für alle Produkte von den gleichen Einflussfaktoren abhängt oder ob es produktspezifische Unterschiede gibt. In der vorliegenden Studie sind deswegen 524 Verbraucher mittels einer repräsentativen Online-Umfrage befragt worden. Die Untersuchungsergebnisse zeigen, dass die Mehrzahlungsbereitschaft der Verbraucher von einer Vielzahl von Persönlichkeitsmerkmalen beeinflusst wird, die je nach Produktgruppe unterschiedlich relevant sind. Die Ergebnisse bieten zahlreiche Ansatzpunkte für ein produkt- und zielgruppenspezifisches Marketing. Auf diese Weise bietet die Studie in dem breiten Feld der auf Verbraucherbefragungen basierenden Literatur zu diesem Themengebiet einen erheblichen Mehrwert.
... No WTP for mobile abattoirs over transport of animals to slaughter houses was found. For Germany, Heise and Theuvsen (2017) recently examined the general willingness to pay for meat, eggs and milk in Germany. ...
... Overall, the increase in monthly food spending for meat between 10 % and 15 % can be regarded as realistic (from the consumer perspective) as e.g. Heise and Theuvsen (2017) found accepted premia for products with higher animal welfare standards of up to 40 %. However, the additional costs for chicken products with higher animal welfare standards needs to be investigated. ...
... Heumilch ist das Sortiment inzwischen bei Aldi außerdem um eine Frischmilch mit Tierschutzlabel erweitert worden (siehe Abschnitt 4.2.) (AGRAR-HEUTE, 2018). Da ein Großteil der Verbraucher eine Mehrzahlungsbereitschaft von bis zu 40 % für Milchprodukte aus Tierwohlprogrammen bekundet, kann eine weitere Steigerung der Nachfrage vermutet werden (HEISE und THEUVSEN, 2017). Insgesamt zeichnet sich damit eine weitere Ausdifferenzierung des Milchsortiments ab, bei dem Nachhaltigkeitsdimensionen in der Tierhaltung eine entscheidende Rolle spielen. ...
Dieser Artikel ist nur in deutscher Sprache verfügbar. The article is only available in German language.
... For example, in the U.S., Lusk (2011) did not find substantial differences in how food values explained the demand for organic eggs and milk. Studies have also found that German consumers are willing to pay the same price premium for eggs and milk produced using enhanced animal welfare standards (Heise & Theuvsen, 2017). ...
Consumers are increasingly sharing their opinions on societal issues and products online. We studied the implications of such online word‐of‐mouth for consumer judgment and decision‐making. The use case is organic food, which is the most successful among the currently emerging, sustainability‐differentiated food product categories. We first analyzed the online discussion on organic food by conducting a text‐mining study of reader comments (N = 63,379) from the comments section of a major German online news outlet. Topics therein are discussed with differing frequency, thereby indicating the salience of the various issues to online readers and consumers. Based on the text‐mining study, one organic food topic of high salience (animal welfare) and one of low salience (biodiversity) were selected for a priming experiment in a subsequent study. We then conducted an online survey of German consumers (N = 1118). The priming experiment investigated the behavioral relevance of salient online topics. In particular, we tested whether the relative online salience of the two topics used as primes influenced the likelihood of choosing organic instead of conventional eggs and milk in a choice experiment and the acceptance of policies supporting organic farming. While ineffective for the choice of milk, the priming worked as hypothesized with respect to the choice of eggs as well as policy acceptance. Priming the topic with high online salience (animal welfare) is more effective at promoting pro‐organic behavior than priming the topic with low online salience. Priming effects also depended on prime strength, attitude strength, and experience with buying organic food. Implications for policy and research, including how insights from text mining of online word‐of‐mouth can be employed to promote sustainable consumption behavior, are discussed.
Cut flower gifting preferences are relatively unexplored in Germany. This study proposes a model that investigates the impact of attitudinal, experiential, and socio-demographic factors on the cut flower gifting preferences of German consumers. For this purpose, an online survey with a representative sample of 978 German residents was conducted. Partial least squares structural equation modelling shows that active and passive engagement with plants and nature positively impact cut flower giving preferences through cut flower knowledge, cut flower fondness, and perceived versatility of cut flowers. For German women and men, the largest driver of cut flower giving preferences is the versatility of cut flowers. For women, cut flower fondness is the second largest driver of cut flower gifting preferences, whereas for men subjective knowledge was the second largest driver. Other socio-demographic factors (age, income, education) were not found to impact cut flower giving preferences.
Farm animal welfare in livestock production is a topical and important issue attracting growing interest of policy makers, consumers, stakeholders in the supply chain and others. While there is much public interest in the issue this is not reflected in the supply and market shares of animal food products that are produced under welfare standards that exceed legislative requirements. Given the obstacles to devising stricter legislative standards, higher welfare animal food products are mostly made available through market-based approaches. This paper discusses different challenges and opportunities for a range of public and consumer policies and makes recommendations on how these might be strengthened. The paper does not report primary empirical findings but assembles available knowledge on citizen and consumer attitudes and perceptions towards animal welfare from various research disciplines. We argue that in order for public and consumer policies to be (more) efficient and effective, it is important to develop a segmented and targeted strategy. This paper will thus elaborate on what information could and should be provided to whom. This implies the need for a good understanding of how people conceptualize farm animal welfare. Further, information provisioning should address the needs and expectations of those specific consumer segments most likely to be motivated to purchase higher welfare products. Based on the assembled information, opportunities and challenges for information provisioning and communication to the public and consumers are identified. The merits and limitations of different forms of information provisioning and animal welfare labelling are discussed and recommendations are set forth for future research.
Animal welfare is often cited as a classic public good, which implies market failure and, thus, that government intervention is required. However, the current literature does not provide an accessible account of how governed markets are supposed to cope with the issues of animal welfare. This paper seeks to fill this gap by re-considering the political economy of animal welfare. Conceptual analysis shows that the major cause of market failure in the case of farm animal welfare is a problem of consumption externalities. It is the specific regulation of animal welfare conditions which is a public good (or bad). Two important conclusions follow from this analysis, which are largely unexplored in the literature on animal welfare. First, measurement of potential market failure, through identifying actual willingness to pay (WTP) for animal welfare friendly products, is potentially misleading. The difference between citizen votes and consumer WTP for animal welfare is not prima facie evidence for either market failure or a gap in the market. Second, conventional arguments in favour of subsidies and assistance to producers for better animal welfare are misconceived and potentially counterproductive. A more rational policy is to subsidise the consumption of animal welfare friendly products.
Economists have long relied on utilitarian principles in carrying out cost–benefit analysis, but such utilitarianism is typically limited to the well-being of humans. Some prominent philosophers have argued such an approach is unjustifiably speciesist, but what are the consequences of including animal well-being in cost–benefit analysis? This paper considers this question in the context of human altruism towards animals in which people's concerns for the well-being of animals create an externality. After uncovering some conceptual challenges involved in carrying out cost–benefit analysis on animal welfare policies, we report the results of a novel experiment used to measure the public-good value of farm animal welfare, and show that although the average value in our sample is quite large, the result is due to the preferences of only a small subset of the subjects. , Oxford University Press.
The traceability of food and feed emerged as a focus for political attention and regulation at both national and international governmental levels at the turn of the millennium. The industrialization of food production and manufacture, and the complexities and anonymity of modern supply chains have been accompanied by a new wave of concerns around the safety and quality of the food supply. The emergent concept of keeping track of food products and their different ingredients through the various stages from field to plate offers a potential means of managing some of the recent safety and quality concerns around food. Food traceability covers a range of overlapping objectives, which are outlined below, and so has a wide potential appeal, to regulators, producers, processors, retailers and consumers alike.
The results of two independent empirical studies with Flemish citizens were combined to address the problem of a short fall
of information provision about higher welfare products. The research objectives were (1) to improve our understanding of how
citizens conceptualize farm animal welfare, (2) to analyze the variety in the claimed personal relevance of animal welfare
in the food purchasing decision process, and (3) to find out people’s needs in relation to product information about animal
welfare and the extent to which the current information caters to these needs. The first study consisted of a survey conducted
in three consecutive years (2000–2002, n=521) and was complemented with more recent qualitative data from four focus group discussions (2006, n=29). Citizens’ conceptualization of farm animal welfare matched reasonably well with those in the scientific literature,
although it is clearly influenced by a lower level of practical experience and a higher weight of empathy. In general, respondents
indicated that animal welfare was an important product attribute, although it was less important than primary product attributes
such as quality, health, and safety. Moral issues, rather than a perception of higher quality, were the main influence on
preferences for higher welfare products. At present, higher standards of animal welfare are mostly guaranteed within more
general quality assurance schemes. Yet people’s decisions to not choose higher welfare products seems to be related to the
perceptual disconnection between eating animal food products and the living producing animals. Respondents generally thought
better information provision was required and the present level of provision was strongly criticized. In combination, the
findings of both studies help inform the discussion about how citizens can be informed about animal welfare and the preferred
content, source, and medium of such information. The paper also provides insights into citizens’ semantic interpretation of the concept of animal welfare (what wordings they use) and the range of relevance that animal welfare has for different groups that, in turn is useful in identifying which segments can be targeted. This can contribute to a more effective valorization of animal welfare as a product attribute.
KeywordsAnimal welfare-Conceptualization-Information-Labeling-Social attitudes
Higher animal welfare standards increase costs along the supply chain of certified animal-friendly products (AFP). Since the
market outcome of certified AFP depends on consumer confidence toward supply chain operators complying with these standards,
the role of trust in consumer willingness-to-pay (WTP) for AFP is paramount. Results from a contingent valuation survey administered
in five European Union countries show that WTP estimates were sensitive to robust measures of consumer trust for certified
AFP. Deriving the WTP effect of a single food category on total food expenditure is difficult for survey respondents; hence,
a budget approach was employed to facilitate this process.
A substantial number of studies has already investigated differences within the consumer market with regard to attitudes and perceptions in relation to farm animal welfare. Likewise, several studies focused on the gap that exists between positive attitudes and reported consumption or purchase intentions for sustainable food products in general and higher welfare products more specific, and on the factors influencing this attitude-behavior gap. Little or no studies, however, have started from reported pro-welfare behavior to distinguish between consumer groups and to explore the motivations of the respective behavior. With this study, we aim to group consumers according to their reported buying frequency of higher welfare eggs and higher welfare chicken meat. Similarities and dissimilarities between these groups are mapped in terms of individual characteristics, product attribute importance, perceived consumer effectiveness, perception of higher welfare products, and attitude toward a welfare label. The research methodology applied was a quantitative study with cross-sectional consumer survey data collected in Flanders in spring 2007 (n = 469). Pro-welfare behavior was unevenly distributed across different consumer segments, despite a general interest and concern for bird welfare. A consistent choice for standard (no welfare premium) poultry products was related to strong perceived price and availability barriers, to a low importance attached to ethical issues as product attributes, and to a low perceived consumer effectiveness. A consistent choice for products with higher welfare standards to the contrast associated with a high importance attached to ethical issues; a low effect of price and availability perception; a strong association of higher welfare products with product attributes like health, taste, and quality; and a high perceived consumer effectiveness. The identification of market segments with common characteristics is essential for positioning higher welfare products and developing effective communication strategies. Finally, a welfare label emerged as an appropriate communication vehicle for consumers who engage in pro-welfare behavior and who experienced the label as a solution to lower the search costs for higher welfare products.
Research on consumer quality perception is reviewed using the Total Food Quality Model as a structuring device. The relationship between food safety and quality is addressed, and is discussed in the context of research on consumer risk perception. Quality and safety perception is linked to food choice and consumer demand, addressing questions of price perception and the validity of willingness-to-pay measurements. It is concluded that food quality and safety are central issues in today's food economics, though many research questions remain to be addressed. Copyright 2005, Oxford University Press.
Das Skript erläutert die Durchführung und Interpretation von klassischen Regressionsanalysen (nach der OLS-Methode). Zudem gibt das Skript eine Einführung in die logistische Regressionsanalyse mit Maximum-Likelihood-Schätzverfahren (ML-Methode). In der Darstellung wird insbesondere auf die Überprüfung der Anwendungsvoraussetzungen von Regressionsschätzungen eingegangen. Auch werden typische Fehlschlüsse und häufig anzutreffende Fehlinterpretationen verdeutlicht (u.a. bei Determinationskoeffizienten und standardisierten Regressionskoeffizienten).;
Inhaltsverzeichnis:
Vorwort; 1 Einführung; 1.1 Zur Konzeption eines „theoriegeleiteten Rezeptbuchs“; 1.2 Benutzerhinweise; 1.3 Regressionsanalyse als statistisches Modell; 2 Das Grundmodell der Regressionsanalyse; 2.1 Das allgemeine Regressionsmodell; 2.2 Regression im bivariaten Modell; 2.2.1 Koeffizientenschätzung; 2.2.2 Varianzzerlegung der abhängigen Variablen (Y); 2.2.3 Der problematische Determinationskoeffizient (R2), Teil 1; 2.2.4 Regression und Standardisierung;
2.3 Regression im multivariaten Modell;
2.3.1 Modelllogik und Kontrollfunktion zusätzlicher X-Variablen;
2.3.2 Varianzzerlegung und Standardisierung im multivariaten Modell;
2.3.3 Die Problematik standardisierter Regressionskoeffizienten;
2.3.4 Der problematische Determinationskoeffizient (R2), Teil 2;
2.4 Schrittweise Variablenauswahl;
3 Regressionstheorie;
3.1 Die bestmögliche Regressionsschätzung;
3.1.1 Kriterien einer präzisen Regressionsschätzung;
3.1.2 Grundannahmen der BLUE-Schätzung;
3.2 Inferenzstatistik in der Regressionsanalyse;
3.2.1 Normalverteilung;
3.2.2 Signifikanzniveau und Testlogik des Signifikanztests;
3.2.3 Testfehler und Teststärke (power);
3.3 Testverfahren im bivariaten Regressionsmodell;
3.3.1 Standardfehler, Konfidenzintervall und Signifikanztest des Regressionskoeffizienten;
3.3.2 Signifikanztest des Gesamtmodells;
3.3.3 Ermittlung von Effektstärke und Teststärke;
3.3.4 Ermittlung eines sinnvollen Stichprobenumfangs;
3.4 Testverfahren im multiplen Regressionsmodell;
3.4.1 Signifikanztest des Regressionskoeffizienten;
3.4.2 Signifikanztest des Gesamtmodells ;
3.4.3 Ermittlung von Effektstärken, Teststärken und Stichprobenumfang ;
3.5 SPSS-Beispiel: Multivariate OLS-Regression;
4 Entdeckung und Beseitigung von Modellverstößen; 4.1 Stichprobenumfang und Stichprobenfehler ;
4.1.1 Ausreißer-Residuen und Instabilität bei kleinen Fallzahlen;
4.1.2 Normalverteilung (A5) ;
4.2 0-Mittelwert der Residuen (A2) ;
4.3 Linearität (A3, A4);
4.3.1 Intrinsische Linearität;
4.3.2 Intrinsische Linearität: Interaktivität; 4.4 Spezifikationsprobleme;
4.4.1 Strategien zur Vermeidung von Spezifikationsfehlern;
4.4.2 Ermittlung von Spezifikationsfehlern (A3); 4.5 Multikollinearität ;
4.5.1 Ermittlung von Multikollinearität;
4.5.2 Beseitigung von Multikollinearität;
4.6 Streuungsungleichheit (Heteroskedastizität) (A1) ;
4.6.1 Ermittlung von Streuungsungleichheit;
4.6.2 Beseitigung von Streuungsungleichheit;
4.7 Autokorrelation (A4);
4.7.1 Ermittlung von Autokorrelation ;
4.7.2 Beseitigung von Autokorrelation ;
4.8 Zusammenfassung: Residuenanalyse ;
5 Erweiterte Regressionsanalyse ;
5.1 Regressionsanalyse mit qualitativen Variablen ;
5.1.1 Qualitative Variablen als Dummy-Variablen ;
5.1.2 Regressionsmodelle mit unabhängigen Dummy-Variablen;
5.1.3 Regressionsmodelle mit unabhängigen metrischen Variablen und unabhängigen Dummy-Variablen ; 5.1.4 Varianz- und Kovarianzanalyse als Regressionsmodell mit Dummy-Variablen;
5.2 Regressionsanalyse mit Moderatorvariablen ;
5.2.1 Moderatoreffekte als Interaktionseffekte ;
5.2.2 Moderatoreffekte in der Multigruppenanalyse;
5.3 Regressionsanalyse mit Mediatorvariablen ;
5.3.1 Signifikanz der direkten, indirekten und totalen Effekte ;
5.3.2 Statistischer Nachweis von Mediatoreffekten ;
5.4 Sequenzielle Regressionsanalyse ;
5.5 Spezielle Fehlschlüsse in der Regressionsanalyse ;
5.5.1 Decken- und Bodeneffekte (ceiling and floor effects) ;
5.5.2 „Regression-zum-Mittelwert“-Effekt (regression to the mean effect) ;
6 ML-basierte Regressionsanalyse ;
6.1 Das Maximum-Likelihood Schätzverfahren ;
6.2 Binär logistische Regressionsanalyse ;
6.2.1 Gewinnchancen (odds) und Effektkoeffizienten (odds ratios) ;
6.2.2 Modell-Evaluation ;
6.2.3 Problemdiagnostik im logistischen Regressionsmodell ;
6.2.4 SPSS-Beispiel: Binär logistische Regression ;
Tabellenanhang;
Literaturverzeichnis;
Sachregister
Die landwirtschaftliche Nutztierhaltung ist ein aktuelles und kontrovers diskutiertes Thema. Besonders aus Verbrauchersicht ist die Thematik negativ besetzt und wird oft unter dem Begriff "Massentierhaltung" gerahmt. Tatsache ist, dass die Haltungsbedingungen und damit das Tierwohl sich innerhalb der einzelnen Betriebsformen und Betriebe stark unterscheiden. Neben der konventionellen und der ökologischen Tierhaltung entwickelt sich derzeit im Markt eine Zwischenstufe: Ein Haltungssystem, dessen Anforderungen über den gesetzlichen, aber unter den vorgeschriebenen ökologischen Standards liegt. Um diese bestehenden Unterschiede auch innerhalb eines Zertifizierungssystems für Verbraucher sichtbar zu machen, kann ein mehrstufiges Labellingsystem eine Lösung sein. Ein höheres Maß an Tierwohl ist dabei mit höheren Kosten verbunden. Im vorliegenden Beitrag werden daher an Hand von zwei Fallstudien Zahlungsbereitschaften deutscher Verbraucher für ein mehrstufiges Tierschutzlabel analysiert. Es zeigt sich, dass die entstehenden Mehrkosten der Premiumstufe ohne vertiefte Informationen nicht durch die ermittelten Zahlungsbereitschaften abgedeckt werden können. Um die Zahlungsbereitschaft zu erhöhen, kann eine verbesserte Kommunikationsstrategie, die über die Unterschiede informiert, eine Lösung sein.
Currently, livestock farming is an issue that lends itself to heated debates. Especially from consumers’ point of view, the topic has a negative connotation and thus the term "factory farming" is part and parcel of that discussion. Animal welfare conditions, differ greatly amongst animal farms.
Besides conventional and organic livestock farming there is an intermediate stage developing in the market: A husbandry system comprising requirements going beyond legal regulations but not fulfilling organic standards. A multi-level labelling system could possibly be a solution to make consumers aware of the existing differences within the certification system. A higher degree of animal welfare will incur higher costs.
Therefore, using two case studies, this paper provides an analysis of German consumers’ willingness to pay for a multi-level animal welfare labelling system. It was found that although consumers are prepared to pay more if such a system was used additional costs would still not be covered. To further the agreement to pay more, an improved communication strategy could potentially be a solution.
Policy makers in the European Union are envisioning the introduction of a community farm animal welfare label which would allow consumers to align their consumption habits with their farm animal welfare preferences. For welfare labelling to be viable the market for livestock products produced to higher welfare standards has to be sufficiently segmented with consumers having sufficiently distinct and behaviourally consistent preferences. The present study investigates consumers’ preferences for meat produced to different welfare standards using a hypothetical welfare score. Data is obtained from a contingent valuation study carried out in Britain. The ordered probit model was estimated using Bayesian inference to obtain mean willingness to pay. We find decreasing marginal WTP as animal welfare levels increase and that people’s preferences for different levels of farm animal welfare are sufficiently differentiated making the introduction of a labelling scheme in the form of a certified rating system appear feasible.
Estimating the value consumers place on farm animal welfare (FAW) can predict the extent to which consumers are ready to support policy changes aimed at improving the welfare of farm animals and developing animal-friendly production systems that can also compete on markets. This study aimed at exploring consumer preferences and willingness-to-pay (WTP) for broiler meat in Germany which is certified as having been produced under a system that caters for FAW. In addition, logistic and linear regression models were estimated to examine the factors affecting consumers’ decision to buy certified FAW products. The data was obtained from a survey of 300 German broiler consumers, which was designed using the contingent valuation methodology. The results showed that 82% of the respondents were ready to buy certified FAW products. A majority of these (95%) were willing to pay an extra sum of about €1.5 for 1 kg of the certified FAW broiler fillets. This represents a price increase of about 27% in comparison with the actual price of conventional broiler fillets. The WTP estimates reveal that there is a potential for improvement of FAW standards in conventional broiler production. The magnitude of these estimates, however, shows that consumer WTP is below the actual price premium demanded by producers for existing animal-friendly programs for broiler production. This explains why the market for certified FAW broilers fails and calls for a policy change towards higher minimum standards of broiler welfare. Ziel dieser Studie ist es, Erkenntnisse über die Präferenzen der deutschen Verbraucher für das Wohlergehen von Nutztieren (farm animal welfare FAW) zu gewinnen. Erforscht wurde die Zahlungsbereitschaft für Hähnchenfleisch, welches FAW zertifiziert produziert wird. Außerdem wurden logistische und lineare Regressionsmodelle geschätzt, um die Faktoren zu bestimmen, welche die Verbraucher bei ihrer Kaufentscheidung für FAW zertifizierte Produkte beeinflussen. Die Daten wurden durch eine Umfrage bei 300 deutschen Hähnchenfleischverbrauchern ermittelt, wobei die kontingente Bewertungsmethode verwendet wurde. Die Ergebnisse zeigen, daß 82 % der Befragten bereit waren, FAW zertifizierte Produkte zu kaufen. Von diesen war die überwiegende Mehrheit (95 %) bereit, einen zusätzlichen Betrag von ca. 1,50 € pro kg für FAW zertifizierte Hähnchenfilets zu zahlen. Dies stellt einen Preisanstieg von ca. 27 % dar im Vergleich zu dem aktuellen Preis für konventionell produzierte Hähnchenfilets. Die zusätzliche Zahlungsbereitschaft der Verbraucher liegt jedoch unterhalb der aktuellen Preisprämie, die die Hersteller bestehender FAW-Programme in der Hähnchenproduktion verlangen. Dies erklärt, warum der Markt für zertifiziertes FAW-Geflügelfleisch nicht erfolgreich ist.
Purpose
The Federal Government of Germany, as well as the European Commission, are discussing the enhancement of animal welfare requirements. This study aims to explore different groups of conventional German pig farmers with respect to their understanding of animal welfare. Based on the results, a target group is determined that is willing to take part in an animal welfare programme in accordance with the current state of research, i.e. considering the four “Welfare Quality” principles: good housing, good feeding, good health and especially appropriate behaviour.
Design/methodology/approach
Data were collected from 160 German pig farmers between March and May 2010 using an online questionnaire. Data analysis combines two quantitative methods. To reduce complexity and to identify the animal welfare perceptions of the farmers first an explorative factor analysis was conducted. Subsequently, based on the determined factors, the sample was divided into different groups by means of a cluster analysis.
Findings
Three groups of pig farmers were defined with regard to the establishment of an animal welfare programme according to the current state of research. While a broad acceptance of the principles good housing, good feeding and good health exists among the farmers, the appropriate animal behaviour is only important for a small group of pig farmers. Therefore, the three groups should be addressed by the developers of an animal welfare programme, using different strategies to gain the support of all farmers.
Originality/value
To successfully introduce new animal welfare requirements, farmers are important actors to take into account. This paper is the first analysis of the animal welfare perceptions of conventionally producing German pig farmers and determines different groups for a comprehensive animal welfare husbandry system as currently discussed by scientists and politics.
The legitimacy of the dominant intensive meat production system with respect to the issue of animal welfare is increasingly being questioned by stakeholders across the meat supply chain. The current meat supply is highly undifferentiated, catering only for the extremes of morality concerns (i.e., conventional vs. organic meat products). However, a latent need for compromise products has been identified. That is, consumer differences exist regarding the trade-offs they make between different aspects associated with meat consumption. The heterogeneity in consumer demand could function as a starting point for market segmentation, targeting and positioning regarding animal welfare concepts that are differentiated in terms of animal welfare and price levels. Despite this, stakeholders in the meat supply chain seem to be trapped in the dominant business model focused on low cost prices. This paper aims to identify conflicting interests that stakeholders in the meat supply chain experience in order to increase understanding of why heterogeneous consumer preferences are not met by a more differentiated supply of meat products produced at different levels of animal welfare standards. In addition, characteristics of the supply chain that contribute to the existence of high exit barriers and difficulty to shift to more animal-friendly production systems are identified. Following the analysis of conflicting interests among stakeholders and factors that contribute to difficulty to transform the existing dominant regime, different routes are discussed that may help and motivate stakeholders to overcome these barriers and stimulate the creation of new markets.
Farm animal welfare (FAW) concerns have prompted scientific research, development and standard setting (especially in the
EU and USA) having ethical, production, economic, social, cultural and trade implications. We meta-analyse the literature
on consumer willingness to pay (WTP) for FAW, examining 24 studies reporting 106 estimates of consumer FAW values. Meta-regressions
indicate that respondent income and age significantly affect WTP, substantial geographical disparities are unsupported, information
provision about farm animal living conditions significantly alters WTP estimates and suggestions that FAW be legislatively
required significantly reduce WTP. We conclude that the public good aspect of FAW merits further investigation.
This study investigates the profile and effects of consumer involvement in fresh meat as a product category based on cross-sectional data collected in Belgium. Analyses confirm that involvement in meat is a multidimensional construct including four facets: pleasure value, symbolic value, risk importance and risk probability. Four involvement-based meat consumer segments are identified: straightforward, cautious, indifferent, and concerned. Socio-demographic differences between the segments relate to gender, age and presence of children. The segments differ in terms of extensiveness of the decision-making process, impact and trust in information sources, levels of concern, price consciousness, claimed meat consumption, consumption intention, and preferred place of purchase. The two segments with a strong perception of meat risks constitute two-thirds of the market. They can be typified as cautious meat lovers versus concerned meat consumers. Efforts aiming at consumer reassurance through quality improvement, traceability, labelling or communication may gain effectiveness when targeted specifically to these two segments. Whereas straightforward meat lovers focus mainly on taste as the decisive criterion, indifferent consumers are strongly price oriented.
On-farm monitoring of animal welfare is an important, present-day objective in animal welfare science. Scientists tend to focus exclusively on animal-based parameters, possibly because using environment-based parameters could be begging the question why welfare has been affected and because animal-based parameters would be better indicators of welfare. However, selection of even the best animal-based parameters that have conventionally been used in experiments could have unacceptable consequences. Systems that are generally considered to be poor welfare systems may generate unacceptably high welfare scores. The monitoring systems could fail to match basic intuitions in society and the scientific community. In order to avoid this problem, available knowledge, eg about animal motivation derived from consumer demand studies and knowledge about the natural behaviour of the animals, should be used explicitly in welfare assessment. This requires making welfare inferences from knowledge about the relationships between environment-based and animal-based parameters using standard operating procedures. The on-farm measurement of animal-based parameters may be regarded as the measurement of critical control points, which must be compared and reconciled with predictions based on available scientific knowledge. For this purpose the formalisation of welfare assessment should be developed further.
This paper studies multiple attributes of pork production and analyses the trade-offs that consumers make between them. Results show that without considering the trade-offs, animal welfare and food safety are on average perceived as the most important attributes. However, including trade-offs, Taste and Price become major concerns. Conclusions are nuanced as for a number of segments and specific trade-offs Taste and Price are relatively less important. Results support the implementation of differentiated chain designs with distinct and innovative decisions for trade-offs to be made.
This paper investigates consumers' willingness-to-pay (WTP) for the quality assurance scheme recently introduced in the German meat sector. In particular, packaged liver sausages marked with a blue 'quality and safety' (Q&S label were presented to respondents in a choice experiment. Respondents had to select one product from a choice set of six brands. The empirical findings suggest that quality labelling significantly influences consumer choice behaviour and that WTP estimates vary considerably across brands. Specifically, for a Q&S label attached to a German premium brand, consumers are willing to pay euro 0.34 whereas WTP for the label on a less well-known product is euro 0.11. Copyright 2004, Oxford University Press.
Analysis of decision making under risk has been dominated by expected utility theory, which generally accounts for people's actions. Presents a critique of expected utility theory as a descriptive model of decision making under risk, and argues that common forms of utility theory are not adequate, and proposes an alternative theory of choice under risk called prospect theory. In expected utility theory, utilities of outcomes are weighted by their probabilities. Considers results of responses to various hypothetical decision situations under risk and shows results that violate the tenets of expected utility theory. People overweight outcomes considered certain, relative to outcomes that are merely probable, a situation called the "certainty effect." This effect contributes to risk aversion in choices involving sure gains, and to risk seeking in choices involving sure losses. In choices where gains are replaced by losses, the pattern is called the "reflection effect." People discard components shared by all prospects under consideration, a tendency called the "isolation effect." Also shows that in choice situations, preferences may be altered by different representations of probabilities. Develops an alternative theory of individual decision making under risk, called prospect theory, developed for simple prospects with monetary outcomes and stated probabilities, in which value is given to gains and losses (i.e., changes in wealth or welfare) rather than to final assets, and probabilities are replaced by decision weights. The theory has two phases. The editing phase organizes and reformulates the options to simplify later evaluation and choice. The edited prospects are evaluated and the highest value prospect chosen. Discusses and models this theory, and offers directions for extending prospect theory are offered. (TNM)
Ethical traceability and informed food choice. Ethical traceability and communicating food (eds) The international library of environmental, agricultural and food ethics 15
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