A recent study across five European countries reveals that consumers prioritize animal welfare over environmental sustainability when purchasing meat and dairy products. Here's what the study found:
Key Findings:
Animal welfare trumps environmental concerns: While consumers care about sustainability, factors like animal welfare, taste, and quality are more influential in their purchasing decisions.
Labeling matters: Consumers value labels that provide information about animal welfare, food safety, and health/nutrition.
Freshness, quality/taste, and animal welfare: These were consistently rated as the most important attributes across all countries surveyed.
Environmental factors less influential: Factors like food miles, carbon footprint, and organic production were considered less important.
Sustainability labels are helpful: While not the top priority, consumers still found sustainability labels to be useful.
Implications:
Targeted marketing: Producers can focus on highlighting animal welfare, food safety, and health benefits in their marketing strategies.
Labeling strategies: Incorporating multiple aspects of product attributes, beyond just environmental considerations, can be more effective in influencing consumer choices.
Policy measures: Labels alone may not be enough to change behavior. Policymakers could explore nudges or interventions to encourage the purchase of sustainably produced products.
Additional Notes:
The study involved 3,192 participants from Czechia, Spain, Sweden, Switzerland, and the UK.
It highlights the complex interplay of factors that influence consumer behavior in the food industry.
The research provides valuable insights for producers, retailers, and policymakers aiming to meet the growing demand for sustainable products.
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