Moral convictions and meat consumption: a comparative study of the animal ethics orientations of consumers of pork in Denmark, Germany, and Sweden
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Moral convictions and meat consumption : a comparative study of the animal ethics orientations of consumers of pork in Denmark, Germany, and Sweden. / Lund, Thomas B.; Denver, Sigrid; Nordström, Jonas; Christensen, Tove; Sandøe, Peter.
In: Animals, Vol. 11, No. 2, 329, 2021.Research output: Contribution to journal › Journal article › peer-review
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TY - JOUR
T1 - Moral convictions and meat consumption
T2 - a comparative study of the animal ethics orientations of consumers of pork in Denmark, Germany, and Sweden
AU - Lund, Thomas B.
AU - Denver, Sigrid
AU - Nordström, Jonas
AU - Christensen, Tove
AU - Sandøe, Peter
PY - 2021
Y1 - 2021
N2 - Background: The relationship between animal ethics orientations and consumer demand for meat with high standards of animal welfare, and the way this relationship plays out in different countries, is not well understood. Using pork as a case study, this comparative study aims to identify the animal ethics orientations that drive purchases of welfare meat in Denmark, Germany, and Sweden. Methods: Cross-sectional questionnaire data from representative samples of approximately 1600 consumers in each country were collected. A segmentation of pork consumers (using latent profile analysis) was carried out. Results: In all three countries, two subgroups were concerned about farm animal welfare: the first subgroup was driven by animal rights values; the second subgroup by animal protection values, where the main principle was that “it is all right to use animals as long as they are treated well”. Other consumer groups are less concerned about farm animal welfare and display little or no preference for welfare pork. Conclusions: In all three countries, dual demand for welfare pork exists. The findings of this study can be used, among others, to understand the marketability of enhanced welfare animal products and the potential for market-driven animal welfare improvements.
AB - Background: The relationship between animal ethics orientations and consumer demand for meat with high standards of animal welfare, and the way this relationship plays out in different countries, is not well understood. Using pork as a case study, this comparative study aims to identify the animal ethics orientations that drive purchases of welfare meat in Denmark, Germany, and Sweden. Methods: Cross-sectional questionnaire data from representative samples of approximately 1600 consumers in each country were collected. A segmentation of pork consumers (using latent profile analysis) was carried out. Results: In all three countries, two subgroups were concerned about farm animal welfare: the first subgroup was driven by animal rights values; the second subgroup by animal protection values, where the main principle was that “it is all right to use animals as long as they are treated well”. Other consumer groups are less concerned about farm animal welfare and display little or no preference for welfare pork. Conclusions: In all three countries, dual demand for welfare pork exists. The findings of this study can be used, among others, to understand the marketability of enhanced welfare animal products and the potential for market-driven animal welfare improvements.
KW - Animal ethics
KW - Consumer segmentation
KW - Cross-cultural comparison
KW - Market-driven animal welfare improvements
KW - Meat consumption
KW - Welfare-enhanced meat
U2 - 10.3390/ani11020329
DO - 10.3390/ani11020329
M3 - Journal article
C2 - 33525675
AN - SCOPUS:85099812739
VL - 11
JO - Animals
JF - Animals
SN - 2076-2615
IS - 2
M1 - 329
ER -
ID: 256176999