A Steak for Supper if the Cow Did Not Suffer: Understanding the Mechanisms Behind People’s Intention to Purchase Animal Welfare-Friendly (AWF) Meat Products

Ardion D. Beldad*, Sabrina Hegner

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

1 Citation (Scopus)
18 Downloads (Pure)

Abstract

People have become increasingly conscious of the moral implications of their meat product consumption. The view that farm animals deserve moral considerations has generated widespread public attention to those animals’ welfare. Meat products from ethically raised animals are distinguished from non-welfare products using animal welfare-friendly (AWF) labels, such as the Better Life Trademark in the Netherlands. AWF meat products have become popular in the Netherlands, as evidenced by a substantial growth in product sales. To address the question concerning the factors influencing people’s intention to purchase AWF meat products and the extent to which those factors relate to one another, an online survey was implemented with 233 consumers from the Netherlands. Structural equation modeling results confirm the complexity of the mechanism behind people’s willingness to buy AWF meat products. Two factors strongly predict purchase intention—attitude and moral obligation. Furthermore, the effects of predictors such as knowledge of and trust in AWF labels on purchase intention are not direct but go through attitude and moral obligation.
Original languageEnglish
Pages (from-to)461-486
Number of pages26
JournalJournal of agricultural & environmental ethics
Volume33
Issue number3-6
Early online date20 Nov 2020
DOIs
Publication statusPublished - 1 Dec 2020

Keywords

  • UT-Hybrid-D

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