« Previous | of | Next »

How do human values influence the beef preferences of consumer segments regarding animal welfare and environmentally friendly production?

Agricultural Communications Documentation Center (ACDC)
Sonoda, Yuta (main author), Oishi, Kazato (author), Chomei, Yosuke (author), Hirooka, Hiroyuki (author)
Online journal article
Publication Date:
USA: Elsevier
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
attitudes, beef, consumer economics, labeling, livestock, production techniques, public relations, sustainability, values, food production, marketers, environmental impact, awareness, animal welfare, survey research, agri-business, Japan (Eastern Asia), willingness to pay, communication tools, policy makers, consumer preference
12 pages., via online journal, Animal welfare and environmental impacts have been emphasized in the sustainable production of livestock. Labels are useful tools for clearly providing such attribute information to consumers. The aim of this study was to evaluate how human values influence consumer segments for beef with information on animal welfare and environmentally friendly production. Using a choice experiment, we examined whether animal welfare and environmentally friendly labels, country of origin and price impact consumer choice. As results, five heterogeneous consumer classes were identified using a latent class model: label conscious, domestic beef preferring, price conscious, animal welfare preferring and not interested in production method. Almost 90% of consumers were interested in and willing to pay for beef with animal welfare or environmentally friendly label. The classes with significant preferences for such labeled beef were affected by “openness to change”, “self-enhancement” and “security”. Improving consumer attitudes and strengthening consumer perception towards labeled beef by marketers and policy makers will be required.