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.

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.

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.

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.

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.

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.