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    3. Citizens, consumers and farm animal welfare: A meta-analysis of willingness-to-pay studies

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Clark, Beth (author), Stewart, Gavin B. (author), Panzone, Luca A. (author), Kyriazakis, Ilias (author), and Frewer, Lynn J. (author)
    Format:
    Online journal article
    Publication Date:
    2017-04
    Published:
    USA: Elsevier
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 5 Document Number: D10194
    Journal Title:
    Food Policy
    Journal Title Details:
    68: 112-127
    Notes:
    16 pages., via online journal, The sustainable intensification of animal production systems is increasing as a consequence of increased demand for foods originating from animals. Production diseases are particularly endemic in intensive production systems, and can negatively impact upon farm animal welfare. There is an increasing need to develop policies regarding animal production diseases, sustainable intensification, and animal welfare which incorporate consumer priorities as well as technical assessments of farm animal welfare. Consumers and/or citizens may have concerns about intensive production systems, and whether animal production disease represent a barrier to consumer acceptance of their increased use. There is a considerable body of research focused on consumer willingness-to-pay (WTP) for improved animal welfare. It is not clear how this relates specifically to a preference for reduced animal production disease incidence in animal production systems. A systematic review and meta-analysis were conducted to establish the publics’ WTP for farm animal welfare, with a focus on production diseases which arise in intensive systems. Systematic review methodology combined with data synthesis was applied to integrate existing knowledge regarding consumer WTP for animal welfare, and reduced incidence of animal production diseases. Multiple databases were searched to identify relevant studies. A screening process, using a set of pre-determined inclusion criteria, identified 54 studies, with the strength of evidence and uncertainty for each study being assessed. A random effects meta-analysis was used to explore heterogeneity in relation to a number of factors, with a cumulative meta-analysis conducted to establish changes in WTP over time. The results indicated a small, positive WTP (0.63 standard deviations) for farm animal welfare varying in relation to a number of factors including animal type and region. Socio-demographic characteristics explained the most variation in the data. An evidence gap was highlighted in relation to reduced WTP for specific production diseases associated with the intensification of production, with only 4 of the 54 studies identified being related to this. A combination of market and government based policy solutions appears to be the best solution for improving farm animal welfare standards in the future, enabling the diverse public preferences to be taken into consideration.

    5. Meeting heterogeneity in consumer demand for animal welfare: a reflection on existing knowledge and implications for the meat sector

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    De Jonge, Janneke (author) and van Trijp, Hans C. M. (author)
    Format:
    Online journal article
    Publication Date:
    2012-11-01
    Published:
    USA: Springer
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10151
    Journal Title:
    Journal of Agricultural and Environmental Ethics
    Journal Title Details:
    26 : 629–661
    Notes:
    33 pages., Via online journal., 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.

    6. Consumer preferences for pig welfare – can the market accommodate more than one level of welfare pork?

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Denver, Sigrid (author), Sandøe, Peter (author), and Christensen, Tove (author)
    Format:
    Online journal article
    Publication Date:
    2017-07
    Published:
    USA: Elsevier
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 4 Document Number: D10175
    Journal Title:
    Meat Science
    Journal Title Details:
    129:140-146
    Notes:
    7 pages., via online journal, The purpose of the present paper is to investigate the market potential of pork labelled to indicate medium and high levels of animal welfare. The paper asks, in particular, whether there is a risk that Danish consumers will abandon high level welfare pork if less expensive products with a medium level of animal welfare became avail-able. The study was based on an online questionnaire with a choice experiment involving 396 Danish respondents. The results indicated that the Danish market could accommodate more than one pork product with a welfare label but the price differential separating medium and high level animal welfare pork will have to be quite narrow. In addition, full willingness-to-pay of consumers who want to buy high level welfare pork cannot be relied upon to incentivise new consumers to buy medium welfare pork. Further, raising brand awareness in the shopping situation and improving consumer's understanding of brand attributes for high level welfare brands were found to be vital.

    7. Consumer perceptions of poultry production: a focus on Arkansas

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Estes, Stuart (author), Edgar, Leslie D. (author), and Johnson, Donald M. (author)
    Format:
    Journal article
    Publication Date:
    2015
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13286
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    99(4) : Article 4
    Notes:
    16 pages, Poultry production holds an important place in Arkansas economically and as a food source. The viability of poultry production ultimately hinges on consumer demand and the perceptions that drive their purchases. With this in mind, this study surveyed consumers to assess their perceptions of poultry production in Arkansas. The instrument used to survey consumers was created by the researcher and an expert committee at the University of Arkansas. Consumers were surveyed through direct communication at grocery stores in Northwest Arkansas. Data gathered from the study were analyzed using descriptive and correlational statistics. Consumers were uncertain as to whether or not conventionally produced poultry possessed unsafe levels of antibiotics and hormones (M = 3.68, SD = 1.45). Consumers also thought the majority of poultry farms in Arkansas were factory farms (M = 4.15, SD = 1.37). Consumers perceived organic poultry as a more healthy food than conventionally produced poultry (M = 4.47, SD = 1.39). Based on these results, specific recommendations were made to maintain the viability of poultry production in Arkansas. Marketing and communication efforts should be tailored to improve consumer understanding of antibiotic and hormone use in poultry production and the healthiness of conventionally produced poultry. Messaging and marketing should depict the reality of conventional poultry production, and agricultural communicators should work to improve logic and reason for combating campaigns that misinform the public about agriculture. This research also highlights the need for further research to better understand the ways consumers develop perceptions of poultry production.

    8. Nine culture shift predictions for 2021

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Hitch, Emilie (author / Vice-president, Broadhead)
    Format:
    Commentary
    Publication Date:
    2020-12
    Published:
    USA: Broadhead Company, Minneapolis, Minnesota
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D11994
    Notes:
    4 pages, Via online from Broadhead website. 5 pages., Applied anthropologist offers predictions for a new culture state in a post-pandemic world. Among them: food access reimagined, transparency and traceability in the hands of consumers, expanded definition of "health" and shifting from protest to policy.

    10. The motivation, strategies, and barriers for adopting social media marketing in the flower retailing business

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Li-Chun, Chen (author) and Li-Chun, Han (author)
    Format:
    Journal article
    Publication Date:
    2020-11-12
    Published:
    United States: MDPI
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12227
    Journal Title:
    Horticulturae
    Journal Title Details:
    6(4), 80
    Notes:
    21 pages, Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regarding the application of social media marketing (SMM) among florists, which may limit the development of the flower retailing business in the current social media era. In seeking to address this deficiency, this study aimed to investigate florists’ motivations, strategies, and perceived performance in relation to the application of SMM, as well as to explore the barriers faced by florists regarding the adoption of SMM. The authors implemented these objectives by interviewing 35 flower shop owners who each had established a brand page on Facebook. The qualitative data obtained from the interviews were analyzed using a grounded hermeneutic editing approach. The study’s results revealed that even though there were different motivations for florists to adopt social media marketing, including increasing brand exposure, improving customer relationship, and reducing the cost of advertising, showing expertise in floral design to attract consumers was the most common motivation stressed by the interviewees. The strategies mostly used by florists in managing their Facebook brand pages included providing high quality posts, cross-industry advertising, and switching consumers from online questions to a physical store visit. The most significant benefit perceived by florists regarding the use of a Facebook brand page was the development of new customers. Although the interviewees recognized the benefitsofadoptingSMM,someofthemfacedgreatincompatibilityinlaborsourceforthatadoption. In addition, most interviewees focused on achieving general marketing goals rather than more advanced functions, such as business intelligence, in the application of SMM. The study results implied that the interviews mostly saw Facebook brand pages as a social network platform for increasing current sales volume, rather than for reaching a long-term quality customer relationship, which has deviated from the essence of social media marketing, and thus, limiting the synergy of the application of SMM in the flower retail sector.