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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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.

Original languageEnglish
Article number329
Issue number2
Number of pages19
Publication statusPublished - 2021

    Research areas

  • Animal ethics, Consumer segmentation, Cross-cultural comparison, Market-driven animal welfare improvements, Meat consumption, Welfare-enhanced meat

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