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

Agricultural Communications Documentation Center (ACDC)
Denver, Sigrid (main author), Sandøe, Peter (author), Christensen, Tove (author)
Online journal article
Publication Date:
USA: Elsevier
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
incentives, information needs, nutrition labeling, pork, health, consumer opinions, awareness, animal welfare, European Union (EU), survey research, Netherlands (Europe), choice experiment, willingness to pay, consumer demand, free-range, market power
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.