The Importance of Animal Welfare and Country of Origin in Consumer Preferences: A Cross-National Study

Abstract

Livestock husbandry systems are controversially discussed in society, politics and science. Since exporting countries such as Germany, the Netherlands or Denmark produce pork under higher animal welfare standards, the question arises if it will be competitive on the international market. We used a factor and cluster analysis to identify consumer segments in Japan, South Korea, Italy and Poland and to determine the instruments necessary to make animal welfare more popular. Each study country revealed three consumer groups: One group is interested in animal welfare and meat quality attributes but prefers domestically produced pork. Another group is price sensitive and without expectations. Finally, a third group is interested in animal welfare and accepts imported products. To address consumers in this group, informational campaigns and target market-oriented strategies are necessary.