Public Understanding and Attitudes towards Meat Chicken Production and Relations to Consumption

Abstract

Simple Summary: Public knowledge of meat chicken production and how it influences attitudes to birds' welfare and consumer behaviour is poorly understood. We therefore conducted a survey of the public in SE Queensland, Australia, from which we determined that industry knowledge was limited. Where it existed, it related to an empathetic attitude towards chicken welfare and an increase in chicken consumption. This suggests that consumers who eat more chicken believe that they should understand the systems of production of the animals that they are consuming. Abstract:Little is known about public knowledge of meat chicken production and how it influences attitudes to birds' welfare and consumer behaviour. We interviewed 506 members of the public in SE Queensland; Australia; to determine how knowledge of meat chicken production and slaughter links to attitudes and consumption. Knowledge was assessed from 15 questions and low scores were supported by respondents' self-assessed report of low knowledge levels and agreement that their knowledge was insufficient to form an opinion about which chicken products to purchase. Older respondents and single people without children were most knowledgeable. There was uncertainty about whether chicken welfare was adequate, particularly in those with little knowledge. There was also evidence that a lack of empathy towards chickens related to lack of knowledge, since those that thought it acceptable that some birds are inadequately stunned at slaughter had low knowledge scores. More knowledgeable respondents ate chicken more frequently and were less likely to buy products with accredited labelling. Approximately half of the respondents thought the welfare of the chicken was more important than the cost. It is concluded that the public's knowledge has an important connection to their attitudes and consumption of chicken.

Perceptions of Animal Welfare With a Special Focus on Turkeys

“…Based on these results, the authors concluded that respondents' perceptions of animal emotions, including pain, may not be predictive of their preference for the welfare in pig or fish farming (28). Previous research examining Australian consumer attitudes toward and knowledge of chicken production reported a relationship between empathy toward chickens and lack of knowledge; respondents with the lowest knowledge scores were accepting of inadequate stunning of chickens during slaughter (29). Other research has also confirmed the association between lack of knowledge and lack of concern for animals (26, 27).…”

Effects of Allegations Regarding the Use of Antibiotics and Hormones in Diets on Consumer Perceptions, Attitudes and Behaviors towards Broiler Meat Consumption

“…It is understood that as the number of family members increases, the purchasing decision was affected more (Table 2). Beyond all that, it is concluded that the public's knowledge has an important connection to their attitudes and consumption of chicken meat (Erian and Phillips, 2017).…”

Associations between neck plumage and beak darkness, as well as comb size measurements and scores with ranging frequency of Sasso and Green-legged Partridge chickens

“…In conventional broiler production systems, birds are reared in strictly controlled indoor conditions ( Lima and Nääs, 2005 ). Increased public concern of animal welfare in those systems ( Marchewka et al, 2013 ), including decreased ability of the birds to express natural behaviors, has increased consumers' demand for meat from poultry reared in less intense systems ( Erian and Phillips, 2017 ). Those systems are characterized by longer production cycles, where the chickens from slow-growing breeds or hybrids may develop sexual dimorphism, including adult comb size, plumage and beak coloration.…”