Consumers’ willingness to pay for milk, eggs and meat from animal welfare programs: a representative study | Die Mehrzahlungsbereitschaft für Milch, Eier und Fleisch aus Tierwohlprogrammen: Eine repräsentative Verbraucherbefragung
2017
Heise, Heinke | Theuvsen, Ludwig
In the past several years, intensive livestock production is an increasing focus of public criticism. Growing segments of society in many European countries have repeatedly demanded higher Farm Animal Welfare (FAW) standards. In response to this, a number of programs that sell meat from more animal friendly production systems (so called animal welfare programs) have emerged on the market in recent years. Some studies have already investigated consumers’ overall willingness to pay, a price premium for such products. However, so far there is no investigation that analyzes and compares the general willingness to pay more for animal welfare products and the accepted maximum of a premium price. Furthermore, it has yet not been investigated if consumers’ willingness to pay is the same for specific products such as milk, eggs and meat from more animal friendly production systems or if there are product-specific differences. Even factors influencing the product-specific willingness to pay have yet not been analyzed in detail. For this reason, a random-sampled online-survey with 524 consumers was conducted. The results show that consumers’ willingness to pay is determined by a variety of sociodemographic and other personal characteristics. Furthermore, there are product-specific differences in the accepted height of the price premium as well as in the factors influencing the willingness to pay. The results can be used for a product- and target-group specific marketing and thus to develop a broader market segment for animal welfare products. In this way, the study is an important asset to the already existing consumer studies.
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