Should organic animals be slaughtered differently from non-organic animals? A cluster analysis of German consumers

Abstract

Public criticism of livestock husbandry is increasing, and better animal welfare is a main buying motive for organic animal products. The slaughter process is a crucial point for animal welfare impacts, but there are no specific regulations regarding slaughtering methods according to the European organic label. Research is missing on what (organic) consumers expect and what they demand from slaughter when considering organic meat. We examined these questions in a survey with 1,604 consumers in Germany. We identified three groups of participants based on their different views on the treatment of organic and non-organic animals at slaughter. The results show that especially organic consumers expect specific regulations for the slaughter of organic animals to be in place already, and they therewith perceive advantages for meat quality. However, the cluster analysis reveals one group (36.8%) that is for a different slaughtering of organic animals and simultaneously favors the equal treatment of all animals at slaughter. Consumers in this ambivalent cluster justify their meat consumption by buying organic meat more often, which might be a coping strategy with the moral dilemma of meat consumption (“meat paradox”). A second cluster (32.4%) rejects different slaughtering methods and is highly interested in animal welfare. These consumers seem to plead for general animal welfare improvements. A third cluster (30.8%) is not interested in the slaughter methods at all. The results show that specific regulations for the slaughter of organic animals might reduce the risk of losing consumer trust and open up further differentiation strategies.