Can Marketing Increase Willingness to Pay for Welfare-Enhanced Chicken Meat? Evidence from Experimental Auctions.

Consumer concern for animal welfare is currently not fully reflected in the market share of welfare-enhanced meat. A possible solution is developing marketing strategies that emphasize personally relevant benefits such as taste and curiosity, instead of having a sole focus on sustainability-related benefits, since existing research indicates that the former are more appealing to most consumers. This study tests strategies positioning welfare-enhanced meat as personally relevant in a real-life experiment and how consumer attitudes towards eating meat influence reactions to the positioning strategies. The study conducts experimental auctions with 101 Dutch university students, manipulating the positioning strategy and a certified animal welfare label and measuring participants' willingness to pay (WTP) for a lunch meal with chicken meat. Results indicate that all manipulations significantly increase consumer WTP, with higher WTP for certified labels than for the positioning strategy, and the highest WTP for the combination of both elements (without providing evidence for an interaction effect). This implies that companies should combine positioning strategies that emphasize personally relevant benefits with certified labels. Since the effectiveness of such strategies may be limited for consumers with conflicting feelings towards meat, some care should be taken when designing awareness campaigns about the effects of meat consumption.

A Scenario Analysis for Implementing Immunocastration as a Single Solution for Piglet Castration.

Painful castration of male piglets to avoid boar taint can potentially be replaced by three more ethical alternatives: entire male production in combination with a detection method, immunocastration (an active vaccination against the gonadotrophin-releasing factor, GnRF), and castration with pain relief (anesthesia and/or analgesia). With the aim of abandoning piglet castration and facilitating internal trade, the European Union (EU) was initially in favor of a single alternative. Immunocastration was proposed as a potential solution, but it has not yet been sufficiently assessed regarding its market potential. To address this point, this paper uses scenario analysis to examine whether and under what conditions immunocastration could be the general solution sought by the EU. The study constructs two extreme scenarios: one in which all uncertain elements negatively influence the growth of immunocastration; another in which all uncertain elements have positive influences. These scenarios provide insights into the variance in possible futures for the implementation of immunocastration. The results show that it is unlikely that immunocastration will become a single solution for all producers in the EU, because it is not the optimal solution for all types of EU pork production systems (i.e., cost-efficiency oriented, quality oriented, animal-friendly oriented, import dependent). Rather than debating and looking for evidence about which single method is the best for the entire EU, EU authorities are advised to allow the co-existence of all alternatives and to develop protocols for applying them in the pork industry.

Examining Alternatives to Painful Piglet Castration Within the Contexts of Markets and Stakeholders: A Comparison of Four EU Countries.

To avoid the occurrence of boar taint in pork, the castration of piglets without pain relief is a common practice in many European countries. The public has been calling for more animal-friendly alternatives, which include anesthesia/analgesia, immunocastration, and the raising of entire males. To prevent potential trade barriers, the European Commission was initially more in favour of a single method. To date, however, only six countries have passed laws banning castration, and the pig farmers in these countries have chosen different alternatives. To understand the reasons behind the continuing fragmentation, this study examines the issue of castration within the context of four national pork production systems: in the Netherlands, France, Slovenia, and Germany. Drawing on in-depth qualitative data, the study demonstrates that stakeholders are generally willing to abandon the practice of piglet castration without anesthesia/analgesia. Their preferences for alternatives are largely dependent on contextual factors, however, including the structure, scale, and cost and quality orientation of the production system. The results imply that, although a single solution for castration is unlikely to evolve amongst the diverse pork-production systems in Europe, a future without the painful castration of piglets is possible if alternatives are accepted to coexist.

Consumer Perceptions of Precision Livestock Farming-A Qualitative Study in Three European Countries.

Scholars in the fields of animal science and technology have investigated how precision livestock farming (PLF) can contribute to the quality and efficiency of animal husbandry and to the health and welfare of farm animals. Although the results of such studies provide promising avenues for the development of PLF technologies and their potential for the application in animal husbandry, the perspectives of consumers with regard to PLF technologies have yet to be the subject of much investigation. To address this research gap, the current study explores consumer perceptions of PLF technologies within the pork and dairy value chains. The investigation is based on results from six focus group discussions conducted in three European countries, each reflecting a different market environment: Finland, the Netherlands and Spain. The results indicate that consumers expect the implementation of different PLF technologies to enhance the health and welfare of farm animals, while generating environmental improvements and increasing the transparency of value-chain processes. The analysis further reveals three over-arching consumer concerns: (1) the fear that the integration of PLF technologies will introduce more industrialisation into livestock farming production; (2) the concern that PLF technologies and data are vulnerable to misuse and cyber-crime; and (3) the concern that PLF information is not communicated adequately to allow informed purchase decisions. The research findings provide directions for members of the animal-based food value chain to make informed decisions to improve their sustainability, social responsibility and credibility by endorsing the acceptance of PLF (technologies) amongst European consumers.

Marketing Animal-Friendly Products: Addressing the Consumer Social Dilemma with Reinforcement Positioning Strategies.

This article presents a conceptual framework that aims to encourage consumer animal-friendly product choice by introducing positioning strategies for animal-friendly products. These strategies reinforce the animal welfare with different types of consumption values and can therefore reduce consumers' social dilemma, which is a major barrier to animal-friendly consumer choices. The article suggests how animal-friendly products can use various types of consumption values (functional, sensory, emotional, social, epistemic and situational) to create an attractive position relative to their competitors. It also explains why some consumer segments, such as those with a specific thinking style, may experience a stronger effect of some strategies, giving directions on how to approach different types of consumers. Finally, building on research asserting that animal welfare is a credence product attribute, the article proposes moderating effects of two factors that help consumers to evaluate the credibility of animal welfare claims, namely corporate social responsibility strategy and the role of stakeholders. Here it concludes that companies selling animal-friendly products need to be aware of the impact of their overall strategy on the effectiveness of positioning strategies for individual products and that, to gain consumer trust, they may need to collaborate with relevant stakeholders, such as media or animal-interest organizations.

The European Market for Animal-Friendly Products in a Societal Context.

This article takes a future focus on the direction in which social forces develop the market for animal-friendly products in Europe. On the basis of qualitative data gathered in the context of the European EconWelfare project, the differences across eight European countries are studied. The findings suggest that, given international trade barriers that prevent an improvement of animal welfare through legislation, many stakeholders believe that the market is the most viable direction to improve farm animal welfare. Economic productivity of the chain remains, however, an issue that on a fundamental level conflicts with the objective to improve animal welfare. With the help of a deeper conceptual understanding of willingness to pay for animal welfare, the paper finds that the European market for animal-friendly products is still largely fragmented and that the differences between European countries are considerable. A more animal-friendly future that is achieved through the market will therefore need substantial policy attention from stakeholders in society.