The results of two independent empirical studies with Flemish citizens were combined to address the problem of a short fall of information provision about higher welfare products. The research objectives were (1) to improve our understanding of how citizens conceptualize farm animal welfare, (2) to analyze the variety in the claimed personal relevance of animal welfare in the food purchasing decision process, and (3) to find out people’s needs in relation to product information about animal welfare and the extent to (...) which the current information caters to these needs. The first study consisted of a survey conducted in three consecutive years (2000–2002, n = 521) and was complemented with more recent qualitative data from four focus group discussions (2006, n = 29). Citizens’ conceptualization of farm animal welfare matched reasonably well with those in the scientific literature, although it is clearly influenced by a lower level of practical experience and a higher weight of empathy. In general, respondents indicated that animal welfare was an important product attribute, although it was less important than primary product attributes such as quality, health, and safety. Moral issues, rather than a perception of higher quality, were the main influence on preferences for higher welfare products. At present, higher standards of animal welfare are mostly guaranteed within more general quality assurance schemes. Yet people’s decisions to not choose higher welfare products seems to be related to the perceptual disconnection between eating animal food products and the living producing animals. Respondents generally thought better information provision was required and the present level of provision was strongly criticized. In combination, the findings of both studies help inform the discussion about how citizens can be informed about animal welfare and the preferred content, source, and medium of such information. The paper also provides insights into citizens’ semantic interpretation of the concept of animal welfare (what wordings they use) and the range of relevance that animal welfare has for different groups that, in turn is useful in identifying which segments can be targeted. This can contribute to a more effective valorization of animal welfare as a product attribute. (shrink)

The results of two independent empirical studies with Flemish citizens were combined to address the problem of a short fall of information provision about higher welfare products. The research objectives were (1) to improve our understanding of how citizens conceptualize farm animal welfare, (2) to analyze the variety in the claimed personal relevance of animal welfare in the food purchasing decision process, and (3) to find out people’s needs in relation to product information about animal welfare and the extent to (...) which the current information caters to these needs. The first study consisted of a survey conducted in three consecutive years (2000–2002, n = 521) and was complemented with more recent qualitative data from four focus group discussions (2006, n = 29). Citizens’ conceptualization of farm animal welfare matched reasonably well with those in the scientific literature, although it is clearly influenced by a lower level of practical experience and a higher weight of empathy. In general, respondents indicated that animal welfare was an important product attribute, although it was less important than primary product attributes such as quality, health, and safety. Moral issues, rather than a perception of higher quality, were the main influence on preferences for higher welfare products. At present, higher standards of animal welfare are mostly guaranteed within more general quality assurance schemes. Yet people’s decisions to not choose higher welfare products seems to be related to the perceptual disconnection between eating animal food products and the living producing animals. Respondents generally thought better information provision was required and the present level of provision was strongly criticized. In combination, the findings of both studies help inform the discussion about how citizens can be informed about animal welfare and the preferred content, source, and medium of such information. The paper also provides insights into citizens’ semantic interpretation of the concept of animal welfare (what wordings they use) and the range of relevance that animal welfare has for different groups that, in turn is useful in identifying which segments can be targeted. This can contribute to a more effective valorization of animal welfare as a product attribute. (shrink)

Farm animal welfare in livestock production is a topical and important issue attracting growing interest of policy makers, consumers, stakeholders in the supply chain and others. While there is much public interest in the issue this is not reflected in the supply and market shares of animal food products that are produced under welfare standards that exceed legislative requirements. Given the obstacles to devising stricter legislative standards, higher welfare animal food products are mostly made available through market-based approaches. This paper (...) discusses different challenges and opportunities for a range of public and consumer policies and makes recommendations on how these might be strengthened. The paper does not report primary empirical findings but assembles available knowledge on citizen and consumer attitudes and perceptions towards animal welfare from various research disciplines. We argue that in order for public and consumer policies to be (more) efficient and effective, it is important to develop a segmented and targeted strategy. This paper will thus elaborate on what information could and should be provided to whom. This implies the need for a good understanding of how people conceptualize farm animal welfare. Further, information provisioning should address the needs and expectations of those specific consumer segments most likely to be motivated to purchase higher welfare products. Based on the assembled information, opportunities and challenges for information provisioning and communication to the public and consumers are identified. The merits and limitations of different forms of information provisioning and animal welfare labelling are discussed and recommendations are set forth for future research. (shrink)

The pig sector is struggling with negative attitudes of citizens. This may be the result of conflicting attitudes toward pig husbandry between citizens and other stakeholders. To obtain knowledge about these attitudes, the objectives of this study were to determine and compare attitudes of various stakeholders toward animals, humans and the environment in the context of pig husbandry and to determine and compare the acceptability of publically discussed issues related to pig husbandry of various stakeholders. A questionnaire was distributed to (...) citizens, conventional pig farmers, organic pig farmers, pig husbandry advisors and pig veterinarians. Respondents could indicate their attitude toward aspects related to animals, humans and the environment in the context of pig husbandry and they could indicate their opinion about the acceptability of issues of pig husbandry, e.g. piglet mortality and inside pig housing. Based on measured attitudes and the acceptability of issues, the studied stakeholders could be divided into three distinctive groups. The group of citizens and organic pig farmers showed negative attitudes toward all aspects of pig husbandry, the group of conventional pig farmers and pig husbandry advisors only showed negative attitudes toward aspects related to economics and the group of pig veterinarians showed negative attitudes to specific aspects of pig husbandry. This indicates that stakeholders have different interests and different perspectives with regard to pig husbandry. The pig sector should learn to understand citizens’ perspectives and take these into account in their line of work, the implementation of animal welfare measures and in their communication. (shrink)

In many countries consumers have shown an increasing interest to the way in which food products are being produced. This study investigates Chinese consumers’ attitudes towards different pig production systems by means of a conjoint analysis. While there has been a range of studies on Western consumers’ attitudes to various forms of food production, little is known about the level of Chinese consumers’ attitudes. A cross-sectional survey was carried out with 472 participants in 6 Chinese cities. Results indicate that Chinese (...) consumers prefer industrial pig production systems, where traditional pig breeds are raised, over large-scale and small family farms. Farms with maximum attention to food safety, which furthermore can provide lean meat with consistent quality, are also preferred. Imported pig breeds and tasty but variable meat were rejected. A 3-cluster solution found that consumers from cluster 1 focus almost exclusively on the food safety aspect. Consumers from cluster 2 show weak overall attitudes to pig production systems in general. Cluster 3 stands out by being very positive about industrial, large-size farms and consistent quality. From a Chinese consumer’s perspective, the industrial approach seems to represent values such as achievement and evolution, as well as quality and safety, since pig production is moving away from low-cost, low-quality, and low-safety family-scale systems. A complex set of rural and environmental development, quality aspects, and food safety measures are challenges that must be met by the stakeholders of pig production systems in China. (shrink)

Recent policy developments in the area of livestock husbandry have suggested that, from the perspective of optimizing animal welfare, new animal husbandry systems should be developed that provide opportunities for livestock animals to be raised in environments where they are permitted to engage in “natural behavior.” It is not known whether consumers regard animal husbandry issues as important, and whether they differentiate between animal husbandry and other animal welfare issues. The responsibility for the development of such systems is allocated jointly (...) between farmers, regulators, different actors in the food chain, and consumers. This research focuses on understanding consumer attitudes and preferences regarding the development and introduction of such systems, to ensure that they are acceptable to consumers as well as producers, regulators, and scientists. Consumer perceptions of animal welfare and animal husbandry practices were evaluated using quantitative consumer survey, which focused on two animal husbandry issues – farmed pigs and farmed fish. Following pilot work, 1000 representative Dutch consumers were sampled about their attitudes to either pig or fish husbandry. The results indicated that consumers think about animal welfare in terms of two broad categories related to their health and living environment, but do not think about welfare issues at a more detailed level. Greater concern was expressed about the welfare of pigs compared to fish. Consumer trust in labeling also emerged as an important issue, since consumers need to trust different food chain actors with responsibility for promoting animal welfare, and are reluctant to consider the details of animal husbandry systems. As a consequence, a transparent, enforceable, and traceable monitoring system for animal welfare friendly products is likely to be important for consumers. (shrink)

Recent policy developments in the area of livestock husbandry have suggested that, from the perspective of optimizing animal welfare, new animal husbandry systems should be developed that provide opportunities for livestock animals to be raised in environments where they are permitted to engage in “natural behavior.” It is not known whether consumers regard animal husbandry issues as important, and whether they differentiate between animal husbandry and other animal welfare issues. The responsibility for the development of such systems is allocated jointly (...) between farmers, regulators, different actors in the food chain, and consumers. This research focuses on understanding consumer attitudes and preferences regarding the development and introduction of such systems, to ensure that they are acceptable to consumers as well as producers, regulators, and scientists. Consumer perceptions of animal welfare and animal husbandry practices were evaluated using quantitative consumer survey, which focused on two animal husbandry issues – farmed pigs and farmed fish. Following pilot work, 1000 representative Dutch consumers were sampled about their attitudes to either pig or fish husbandry. The results indicated that consumers think about animal welfare in terms of two broad categories related to their health and living environment, but do not think about welfare issues at a more detailed level. Greater concern was expressed about the welfare of pigs compared to fish. Consumer trust in labeling also emerged as an important issue, since consumers need to trust different food chain actors with responsibility for promoting animal welfare, and are reluctant to consider the details of animal husbandry systems. As a consequence, a transparent, enforceable, and traceable monitoring system for animal welfare friendly products is likely to be important for consumers. (shrink)

In many countries consumers have shown an increasing interest to the way in which food products are being produced. This study investigates Chinese consumers’ attitudes towards different pig production systems by means of a conjoint analysis. While there has been a range of studies on Western consumers’ attitudes to various forms of food production, little is known about the level of Chinese consumers’ attitudes. A cross-sectional survey was carried out with 472 participants in 6 Chinese cities. Results indicate that Chinese (...) consumers prefer industrial pig production systems, where traditional pig breeds are raised, over large-scale and small family farms. Farms with maximum attention to food safety, which furthermore can provide lean meat with consistent quality, are also preferred. Imported pig breeds and tasty but variable meat were rejected. A 3-cluster solution found that consumers from cluster 1 focus almost exclusively on the food safety aspect (food safety focused). Consumers from cluster 2 (indifferent) show weak overall attitudes to pig production systems in general. Cluster 3 (industrial production oriented) stands out by being very positive about industrial, large-size farms and consistent quality. From a Chinese consumer’s perspective, the industrial approach seems to represent values such as achievement and evolution, as well as quality and safety, since pig production is moving away from low-cost, low-quality, and low-safety family-scale systems. A complex set of rural and environmental development, quality aspects, and food safety measures are challenges that must be met by the stakeholders of pig production systems in China. (shrink)

Society’s relationship with modern animal farming is an ambivalent one: on the one hand there is rising criticism about modern animal farming; on the other hand people appreciate certain aspects of it, such as increased food safety and low food prices. This ambivalence reflects the two faces of modernity: the negative (exploitation of nature and loss of traditions) and the positive (progress, convenience, and efficiency). This article draws on a national survey carried out in the Netherlands that aimed at gaining (...) a deeper understanding about the acceptance of modern dairy farming in Dutch society. People take two dimensions into account when evaluating different aspects of modern dairy farming: (1) the way living beings are used for production and (2) the way a dairy farm functions as a business. In both these dimensions people appeared to adopt cautious opinions: most people preferred relatively traditional and natural farms and were concerned about the use of nature and treatment of animals in modern production—although this did not imply an outright rejection of modern animal farming. The study also looked for (and sought to explain) differences of opinion between social groups. Besides socio-demographic factors such as age and gender, farming experience and value-orientation (such as socially minded and professional) appeared to be important variables. The values and convictions within modern society can help to explain why some people are greatly concerned about animal welfare while some show less concern. This diversity also helps to explain why general information campaigns are quite ineffective in allaying concerns about modern animal farming. (shrink)

Welfare of animals can be defined as the kind of feelings the environmental conditions bring about in the animals. These feelings depend on the needs of the animals and their degree of satisfaction. Needs of animals, and so their welfare, are partly genetically determined. Therefore, welfare can be changed by breeding. The aim of this study was to investigate how welfare of pigs under modern intensive farm conditions can be improved by genetic selection, with emphasis on the precise definition of (...) the breeding goal and determination of the animal characteristics on which selection can be based in practice. The existing thermoregulation model was used to develop a conceptual framework that describes welfare of growing pigs and production sows with respect to each of their needs as a curvilinear function of the respective environmental conditions. The framework assumes that welfare in terms of feelings is reflected by the physiological and behavioural mechanisms the pig has to activate in order to cope with the various environmental conditions it encounters. Based on those physiological and behavioural responses to changing conditions, five welfare zones can be distinguished for each need. Breeding goals for welfare were defined in terms of the transition points between these welfare zones, such that future pigs would better cope with unfavourable or unfamiliar farming conditions, therewith quickening the domestication process, to some extent. However, as long as genetic parameters for these transition points are not available, more common welfare-related characteristics like temperament, stress resistance and robustness can be included in the breeding goal, as an alternative. For selection among potential breeding candidates, transition points between welfare zones can be determined in sib tests, thereby also collecting the data for estimating genetic parameters. As a cheaper alternative, breeding candidates could be tested under hard conditions and selected on their coping success. In addition, various behavioural tests and operant conditioning tests can be carried out. Under common conditions on the farm, problems associated with coping and/or other relevant traits should be recorded routinely and used as selection index information. Selection for improved welfare should lead to more tolerant pigs that are better able to cope with possible unfavourable farm conditions by a more efficient use of the adaptation mechanisms they already possess. It should, however, not result in lowering husbandry standards. More research is needed to assess genetic correlations among various welfare aspects and with production traits to prevent undesired side effects in future populations of pigs. (shrink)