14 pages., Online via UI electronic subscription., Examines the impact of gain and loss message framing and issue involvement elicitation on consumer willingness to pay for two food safety enhancing technologies: cattle vaccines against E. coli and direct-fed microbials. Results showed strong consumer preference and willingness to pay for the technologies and consumer welfare gains from their introduction.
Bruce, Gordana (author), Critchley, Christine (author), Dempsey, Deborah (author), Gilding, Michael (author), Hardie, Elizabeth (author), Walshe, Jarrod (author), and Swinburne University of Technology, Melbourne, Australia.
Format:
Research report
Publication Date:
2007
Published:
Australia
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 164 Document Number: C27386
6 pages., Evidence overwhelmingly supports the view that we need to drastically reduce our consumption of animal products for reasons related to the environment and public health, while moral concerns about the treatment of animals in agriculture are becoming ever more common. As governments increasingly recognize the need to change our food production and alternative protein products become more appealing to consumers, agriculture finds itself in a unique period of transition. How do farmers respond to the changing atmosphere? We present secondary analyses of qualitative and quantitative data to highlight some of the uncertainty and ambivalence about meat production felt throughout the farming community. Survey data from France and Germany reveals that in both countries, those who work in the meat industry have significantly higher rates of meat avoidance than those who do not work in the industry. While non-meat-industry workers are more likely to cite concerns for animals or the environment, meat industry workers more often cite concerns about the healthiness or safety of the products. Concurrently, interviews with people who raise animals for a living suggest that moral concerns among farmers are growing but largely remain hidden; talking about them openly was felt as a form of betrayal. We discuss these findings in the context of the ongoing agricultural transition, observe how tension has manifested as polarization among Dutch farmers, and offer some thoughts about the role of farmers in a new world of alternative proteins.
Posted on: <a href="http://www.ift.org/publications/docshop/jfs_shop/jfsindex.shtml">www.ift.org/publications/docshop/jfs_shop/jfsindex.shtml</a>, Consumers were able to discriminate between "normal" and "rancid" sausage, and preferred "normal." No differences in preference or flavor were detected between the pork chop groups.
