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Insight of the Day: Consumers value animal welfare more than environmental sustainability when buying meat and dairy products

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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