10 pages., Via online journal, Ethical attitudes in relation to meat purchases were studied among urban and rural consumers in Scotland. All subjects perceived at least some ethical issues in relation to animal production systems, in particular, systems keeping animals in close confinement. Welfare‐friendly production systems were viewed as adding value to a food, but this value was not necessarily realizable to producers if purchases occurred only when foods were on special offer. Statements made by individuals were often contradictory, revealing ambivalence, unresolved value conflicts and a general lack of involvement in the nature of meat production. A number of barriers to the establishment of stable attitudes and behaviours in relation to the ethical treatment of food animals were also identified. A key finding of the study is that individuals can hold two views on animal welfare. On the one hand, they may think as citizens influencing societal standards, and on the other, as consumers at the point of purchase. As citizens, they support the notion of animals being entitled to a good life; as meat consumers, they avoid the cognitive connection with the live animal. This paper explores both the citizen–consumer relationship and purchase strategies used by consumers to resolve value conflicts. Lessons for public and commercial policy are highlighted in the context of the Curry Report (2002) which advocates more effective market segmentation where markets are finely attuned to their customers, with the development of a number of assurance schemes discussed in the article.
18 pages., via online journal, As the public has expressed increasing concerns regarding the humane raising and handling of farm animals, the U.S. Department of Agriculture and industry organizations have developed a series of standards enforcing animal welfare in the poultry industry. Labels and value-added claims were created and defined to differentiate products and to inform consumers’ purchasing decisions. This study identified five labels related to animal welfare that are frequently found on food packages in the U.S. grocery stores, including both the mandatory labels and third-party, voluntary labels. Using a controlled online experiment (N=249), we examined the labels’ effects on consumers’ perception of humane treatment and purchasing tendencies toward egg products. Results showed that while most consumers lack knowledge regarding the labels’ meaning and certification standards, they rely on the labels with simplistic terms (e.g., "certified humane," "cage free") as heuristic cues to judge the ethical treatment of hens on the farm. However, the selected labels did not lead consumers to pay a higher premium for the labeled products. We discussed the implications for regulators, food marketers, and agricultural communicators.
Online via https://newprairiepress.org/jac, Authors identified five labels related to animal welfare that are frequently found on food packages in USA grocery stores Results of a controlled online experiment among consumers showed that while most consumers lacked knowledge regarding meaning of the labels and certification standards, they relied on the labels with simplistic terms as heuristic cues to judge the ethical treatment of hens on the farm. The selected labels did not lead consumers to pay a higher premium for the labeled products.
Available online at www.centmapress.org, Results indicated that study participants had specific expectations regarding the husbandry conditions, but also regarding the product characteristics and the labelling of dual-purpose chickens.
