Consumenten over de geschiktheid en betrouwbaarheid van informatiebronnen

Consumers are familiar with animal-friendly and environmentally-friendly products, but cannot always find them on shop shelves. Consumers respond differently to the information provided. Five groups of consumers have been distinguished on the basis of the extent to which people intend to use a particular source of information in their search for more knowledge about environmentally-friendly and animal-friendly food products, namely: (1) large-scale users, (2) selective users, (3) dynamic users, (4) convenience users, and (5) social users. The large-scale users and the selective users are the groups most receptive to encouragement to purchase environmentally-friendly and animal-friendly products. The dynamic users are expected to keep pace with the growth in supply. Renowned organisations such as the Consumentenbond (Consumers’ Association) and the Voedingscentrum (Netherlands Nutrition Centre) are preferred sources of information for the consumer, including with regard to matters such as animal welfare and the environment. However, the most reliable sources of information are considered to be the Worldwide Fund for Nature and the Beter Leven (Better Life) quality mark. The Ministry of Economic Affairs, Agriculture and Innovation itself is also considered an important and reliable body. The media is seen as an important source of information, probably due to its role as 'nit-picker'. Cooperation with Dierenbescherming (Dutch Society for the Protection of Animals) within the context of the Beter Leven quality mark can be of overriding importance for companies. The government could reinforce reliability by means of an independent guarantee. The Voedingscentrum and the Consumentenbond could present initiatives by Dierenbescherming (for instance) in a clear manner and make a significant contribution to the further distribution of information on animal welfare and the environmentally-friendliness of products.