My Meat Does Not Have Feathers: Consumers’ Associations with Pictures of Different Chicken Breeds

Bosque, Cynthia I. Escobedo del; Busch, Gesa; Spiller, Achim

doi:10.1007/s10806-020-09836-x

Cited by 6 publications

(3 citation statements)

References 39 publications

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“…The second most important attribute was information on slaughter. This finding contradicts other studies suggesting that consumers do not want to actively deal with the topic of slaughter [ 17 , 60 , 61 ]. This can be explained by the cognitive dissonance of caring about animals on the one hand, but harming them through slaughter and consumption on the other hand (the “meat paradox”) [ 62 ].…”

Section: Discussioncontrasting

confidence: 99%

Exploring Consumer Preference towards the On-Farm Slaughtering of Beef in Germany: A Discrete Choice Experiment

Lauterbach,

Bruns,

Häring

2023

Foods

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Current production standards and communication campaigns about animal welfare in relation to beef strongly emphasise the “humane” rearing of cattle. Aspects such as transport and slaughtering conditions are often overlooked in both production standards and communications with consumers. Long transport routes and conventional slaughtering can cause significant stress to animals and have negative impacts on their welfare and on meat quality. On-farm slaughter can address these criticisms. Communicating the value of low-stress slaughtering conditions like on-farm slaughtering may offer significant sales potential for a premium market segment. In this study, we explore consumers’ preferences and willingness to pay for beef that is slaughtered on-farm rather than in conventional abattoirs. We conducted an online survey (n = 400) in 2022, with a sample that is representative of the German population with respect to gender, age, income and education. Our survey included a discrete choice experiment for the purchase of minced beef, incorporating product attributes that influence purchase decisions. These included: price, information on the social, economic and environmental benefits of regional production, different production standards (conventional/organic) and information on on-farm slaughtering. Our findings indicate that consumers derive the highest utility from a low price, followed by information about on-farm slaughtering. Participants indicated a preference for information on high animal welfare over high beef quality. We conclude that highlighting on-farm slaughtering could be a significant benefit in marketing premium beef products.

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Section: Discussioncontrasting

confidence: 99%

Exploring Consumer Preference towards the On-Farm Slaughtering of Beef in Germany: A Discrete Choice Experiment

Lauterbach,

Bruns,

Häring

2023

Foods

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“…These impressions might at least delude consumers into thinking that they know something about animal farming. Second, it is known that many consumers repress thoughts about the slaughter of animals when they buy meat (Kunst and Hohle 2016;Escobedo del Bosque et al 2020).…”

Section: Knowledge Expectation and Trustmentioning

confidence: 99%

Should organic animals be slaughtered differently from non-organic animals? A cluster analysis of German consumers

2022

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Public criticism of livestock husbandry is increasing, and better animal welfare is a main buying motive for organic animal products. The slaughter process is a crucial point for animal welfare impacts, but there are no specific regulations regarding slaughtering methods according to the European organic label. Research is missing on what (organic) consumers expect and what they demand from slaughter when considering organic meat. We examined these questions in a survey with 1,604 consumers in Germany. We identified three groups of participants based on their different views on the treatment of organic and non-organic animals at slaughter. The results show that especially organic consumers expect specific regulations for the slaughter of organic animals to be in place already, and they therewith perceive advantages for meat quality. However, the cluster analysis reveals one group (36.8%) that is for a different slaughtering of organic animals and simultaneously favors the equal treatment of all animals at slaughter. Consumers in this ambivalent cluster justify their meat consumption by buying organic meat more often, which might be a coping strategy with the moral dilemma of meat consumption (“meat paradox”). A second cluster (32.4%) rejects different slaughtering methods and is highly interested in animal welfare. These consumers seem to plead for general animal welfare improvements. A third cluster (30.8%) is not interested in the slaughter methods at all. The results show that specific regulations for the slaughter of organic animals might reduce the risk of losing consumer trust and open up further differentiation strategies.

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“…Finally, the type of breed played a minor role in consumers' preferences when purchasing meat. This could be attributed to consumers' lack of familiarity with different chicken breeds [76]. Additionally, the "meat-paradox" (i.e., liking meat but disliking killing an animal for food) could have an important effect in this attitude, since research has shown that consumers do not like to associate any living animal to food, especially meat [77,78].…”

Section: Consumers' Preference For Each Attributementioning

confidence: 99%

Who Wants Chicken? Uncovering Consumer Preferences for Produce of Alternative Chicken Product Methods

Bosque

Spiller

2021

Sustainability

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As ethical and environmental concerns regarding current poultry production systems arise, consumers look for alternatives. This study assesses consumers’ preferences for chicken meat of dual-purpose breeds (DPBs), regionally produced feedstuff, and specific breeds, along with attitudes and social norms that explain these preferences. We conducted an online survey (n = 934) including a discrete choice experiment and elements of the theory of planned behavior. Results show that after price, product and feedstuff origin are preferred by consumers, followed by breeding form and specific breed. Utilities for each attribute and level were calculated and consumer segments were created using latent class analysis. Three different consumer groups were identified: (1) price-sensitive consumers, (2) price-sensitive and origin-oriented consumers, and (3) origin-oriented consumers. We conclude that although consumers are interested in meat from DPBs, this attribute alone is not enough to influence the purchase decision, and geographical origin seems to be of crucial importance. However, by highlighting important attributes (i.e., animal welfare, regional/local production), DPB products could be introduced to the market. The consumption of these alternative products has economic implications, such as not relying on imports and promoting local production/consumption, along with social implications as refraining from killing day-old chicks.

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My Meat Does Not Have Feathers: Consumers’ Associations with Pictures of Different Chicken Breeds

Cited by 6 publications

References 39 publications

Exploring Consumer Preference towards the On-Farm Slaughtering of Beef in Germany: A Discrete Choice Experiment

Exploring Consumer Preference towards the On-Farm Slaughtering of Beef in Germany: A Discrete Choice Experiment

Should organic animals be slaughtered differently from non-organic animals? A cluster analysis of German consumers

Who Wants Chicken? Uncovering Consumer Preferences for Produce of Alternative Chicken Product Methods

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