“I Feel Sorry for Them”: Australian Meat Consumers’ Perceptions about Sheep and Beef Cattle Transportation

Abstract

Simple SummaryUnderstanding what concerns about animal welfare are most prominent among members of the public is critical to improve processes in the meat production industry. Hence, this study uses qualitative data to explore how Australian meat consumers viewed one aspect of the production process, livestock transportation. Participants in this study were concerned about the close packing of animals into trucks and ships, and their experiences during long-distance voyages; their views on this topic may be motivated by genuine concerns about animal welfare, together with anthropomorphic tendencies to project human feelings onto these animal experiences and emotional responses, due to transport being associated with slaughter. Given the importance of transport to the Australia red-meat production industry, we argue that public views should be considered as the sector modifies its practices; in addition, higher levels of transparency and communication about practices associated with good animal welfare are needed.AbstractConcern for livestock welfare is significantly increasing in many parts of the world. One area of concern is the transportation of livestock. Using qualitative research methods, this research explores the concerns of Australian meat consumers related to livestock transportation practices, both on land by truck and on sea by ship. Participants were predominantly concerned about animals being “crammed” into trucks and ships, and the long distances over which livestock were transported. Likely contributors to these reactions are the high visibility of truck transport in urban areas, and recent media and political attention to the live-export issue in Australia. We argue that participants’ concerns about transport are arising for a variety of reasons, including anthropomorphic tendencies, genuine concern for the welfare of farm animals, and emotional responses related to the discomfort experienced by meat consumers when they are reminded of the meat-animal connection. Given the importance of transport to the red-meat production industry, these results suggest that the sector may need to reconsider some of their practices and increase transparency and communication about the practices, which they utilise to ensure good animal welfare.

Reducing the Consumer Attitude–Behaviour Gap in Animal Welfare: The Potential Role of ‘Nudges’

“…The presence of a nudge does not result in a specific cost or loss to the individual, rather it is there to make a self-desired choice easier [47]. If some citizens, as research has shown [3,4,14], express a desire to improve the lives of farm animals, then the purpose of nudging is to make that desired intention easier to fulfill and action where it matters (i.e., when they are making decisions as a consumer). For those citizens who have absolutely no desire to engage in pro-animal welfare behaviours, then the nudge should not constrain their free-choice.…”

“…Increasing public concern for the welfare of farm animals is well documented [1,2,3]. Yet, this growing interest in the lives of farm animals does not correspond with an increase in demand for higher welfare products [4].…”

Text Mining Analysis to Evaluate Stakeholders’ Perception Regarding Welfare of Equines, Small Ruminants, and Turkeys

“…Citizen concern regarding animal welfare has been increasing in many parts of the world [1]; in general, consumers are more sensitive regarding the way farm animals are kept and handled [2,3,4]. Harper and colleagues reported that “animal welfare is used by consumers as an indicator of important product attributes, such as safety and the impact on health” [3].…”

“…The response rate and a possible bias in the sample of respondents (e.g., people without internet access cannot answer) are recognized issues when using online surveys to collect stakeholders’ opinion [20]. Other possible problems are: incomplete questionnaires resulting in incomplete data collection [21], and surveys with answers provided (closed-ended surveys) could not reflect all the possible answers of the respondents [1]. Open-ended questions may overcome this last problem, as they allow respondents to use their own words to express their feelings, attitudes and understanding of the subject and to include more information and details [1].…”

“…Other possible problems are: incomplete questionnaires resulting in incomplete data collection [21], and surveys with answers provided (closed-ended surveys) could not reflect all the possible answers of the respondents [1]. Open-ended questions may overcome this last problem, as they allow respondents to use their own words to express their feelings, attitudes and understanding of the subject and to include more information and details [1]. Therefore, surveys based on open-ended questions permit researchers to better understand the respondents’ true feelings on a topic and/or an issue.…”