Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 136 Document Number: D11434
Notes:
5 pages., Online from FMI Foundation., This report summarizes findings of an online survey distributed to 2,000 U.S. egg/chicken consumers with demographics representing the U.S. population. Findings indicated that "price is a significant driver for the majority of consumers, that consumer response is sensitive to information provided about cage-free production practices, and that willingness-to-pay for cage-free eggs changes in the presence of other label attributes."
16 pages., Article #: 1999, via online journal., The main purpose of this study was to determine the structure of consumer preferences
regarding information on farming system and nutritional enhancement of eggs to verify if consumers
are willing to accept products combing sustainability and nutrition related claims. The data was
collected within a CAPI (Computer Assisted Personal Interviews) survey on a representative
sample of 935 consumers responsible for food shopping. A discrete choice-based conjoint method
was selected in eliciting consumer preferences among different product profiles with varying
levels of attributes. A hierarchical cluster analysis was used to identify four distinct clusters
that differed significantly in terms of importance attached to production system attributes and
socio-demographic profiles. The results of the experiment showed that price and farming system
had the most significant mean relative importance in shaping consumers’ preferences, while other
attributes such as nutrition and health claims, egg size, package size and hen breed were far
less important. Free range eggs had the highest relative importance for consumers despite the
fact that organic egg production systems are governed by much stricter animal welfare standards.
Our segmentation revealed that two of our four clusters may be more easily reached by information
on animal welfare related attributes in egg production than the others. The results of our study
provide the policy makers and marketing practitioners with insights applicable for communication
and pricing strategies for eggs with sustainability claims.
9 pages., Online via UI electronic subscription., A choice experiment was used to evaluate the U.S. public's willingness to pay for egg attributes including housing system, color, size, and certifying agency. A significant difference in willingness to pay for hen housing systems was found using video information treatments describing hen housing systems. Participants were indifferent between hen housing systems when they viewed video treatments describing hen housing systems. However, they clearly preferred the cage-free system when they viewed no video treatments. "Results point towards potential public misunderstanding of the costs and benefits associated with the "cage-free" egg label designation."
16 pages, Mounting concern over the negative externalities of industrialized animal agriculture, coupled with falling cost curves of novel food technologies have birthed the field of cellular agriculture: a new category of food technology seeking to reproduce the sensory experiences of animal protein, and promising a cleaner, more ethical way of enjoying animal proteins. This research examines consumer acceptance of precision fermentation (PF) made egg products in Germany, Singapore, and the USA. Using an online survey of 3,006 participants, the study examines demographic and dietary traits that predict willingness to try such products and identifies the reasons why consumers are most attracted to them. The findings suggest that PF made egg products are likely to find a willing market, with a substantial proportion (51–61%) of participants willing to try the product, with vegetarians and vegans displaying the highest enthusiasm. Egg consumption habits and, to a lesser extent, income also predict acceptance. Major reasons for adopting the product were animal welfare in Germany, and health aspects in Singapore and the USA, as well as curiosity in all three countries. Observed differences between the acceptance of PF egg and PF dairy are discussed, as well as comparisons to existing alternative protein (AP) product adoption.
