Consumer trust and willingness to pay for establishing a market-based animal welfare assurance scheme for broiler chickens.

The aim of this study was to examine Finnish consumers' preferences and willingness to pay (WTP) for measures to improve broiler chicken welfare and to examine how familiarity with animal production farms, trust in food system actors, and views concerning the responsibility for animal welfare were associated with the WTP. A survey instrument, including a choice experiment, to study consumer preferences for food quality attributes was developed. The survey data were analyzed using a latent class model and logistic regression analysis. The results suggested that Finnish consumers tend to have a positive WTP for improvements in farm animal welfare (FAW) in broiler production, although WTP varied by consumer segment. Five different consumer groups with different levels of WTP for specific welfare attributes were identified. The highest WTP was estimated for an additional space allowance for the birds and enhanced litter quality monitoring at the farm. In conclusion, there is demand for animal welfare labeled broiler chicken among Finnish consumers. However, consumer expectations are heterogeneous, and different strategies can appeal to different segments. While one consumer segment prioritizes FAW over price, another segment emphasizes low-priced products and considers mid-market products appealing. Moreover, public policies are an important tool for enhancing FAW for a large proportion of consumers, and public actions are therefore warranted. Finally, engaging with animal protection organizations (as mediators) and being open to consumers can be an effective strategy to build confidence in premium products.

European Consumers' Willingness to Pay for Red Meat Labelling Attributes.

Food consumption in Europe is changing. Red meat consumption has been steadily decreasing in the past decades. The rising interest of consumers for healthier and more sustainable meat products provides red meat producers with the opportunity to differentiate their offers by ecolabels, origin and health claims. This international study analyses the European consumer preferences for red meat (beef, lamb and goat) in seven countries: Finland, France, Greece, Italy, Spain, Turkey and the United Kingdom. Through a choice experiment, 2900 responses were collected. Mixed multinomial logit models were estimated to identify heterogeneous preferences among consumers at the country level. The results indicate substantial differences between the most relevant attributes for the average consumer, as well as their willingness to pay for them in each country. Nevertheless, national origin and organic labels were highly valued in most countries.

Evaluating Non-Market Values of Agroecological and Socio-Cultural Benefits of Diversified Cropping Systems.

We explored how consumers value the ecological and socio-cultural benefits of diversified food production systems in Finland. We used a stated preference method and contingent valuation to quantify consumers' willingness to pay (WTP) for the benefits of increased farm and regional scale diversity of cultivation practices and crop rotations. Three valuation scenarios were presented to a representative sample of consumers: the first one focused on agroecosystem services on cropland, the second on wider socio-cultural effects and the third was a combination of them. The results suggest that consumers are willing to pay on the average €228 per household annually for the suggested diversification. This is equal to €245 per hectare of cultivated cropland. The results also indicate that 21% of consumers were not willing to pay anything to support more diverse cropping systems. The relatively high WTP for both agroecological and socio-cultural benefits provide important messages for actors in the food chain and for policy makers on future targeting of economic resources within agri-environmental schemes.

Motivations and Barriers for Sheep and Goat Meat Consumption in Europe: A Means-End Chain Study.

This international study involving seven European countries (Italy, UK, Finland, France, Spain, Greece, Turkey) was conducted to explore the relevant reasons that affect both consumer and non-consumer perceptions of sheep and goat meat. Laddering and means-end chain theory were applied. The results indicate that consumers associate sheep and goat meat with a unique taste, authenticity and natural production, linked with values such as health and enjoyment of life. In contrast, non-consumers mainly feel disgusted when they think and feel about these meats, and do not associate any specific health benefits to their consumption, disliking their taste, odour and fat content. This study is based on qualitative research. Only analytical generalizations are possible, expanding the theory on what drives consumer behaviour when purchasing meat. No previous means-end chain studies are available in the literature regarding small ruminants' meat consumer preferences.

Consumer attitudes towards production diseases in intensive production systems.

Many members of the public and important stakeholders operating at the upper end of the food chain, may be unfamiliar with how food is produced, including within modern animal production systems. The intensification of production is becoming increasingly common in modern farming. However, intensive systems are particularly susceptible to production diseases, with potentially negative consequences for farm animal welfare (FAW). Previous research has demonstrated that the public are concerned about FAW, yet there has been little research into attitudes towards production diseases, and their approval of interventions to reduce these. This research explores the public's attitudes towards, and preferences for, FAW interventions in five European countries (Finland, Germany, Poland, Spain and the UK). An online survey was conducted for broilers (n = 789), layers (n = 790) and pigs (n = 751). Data were analysed by means of Kruskal-Wallis ANOVA, exploratory factor analysis and structural equation modelling. The results suggest that the public have concerns regarding intensive production systems, in relation to FAW, naturalness and the use of antibiotics. The most preferred interventions were the most "proactive" interventions, namely improved housing and hygiene measures. The least preferred interventions were medicine-based, which raised humane animal care and food safety concerns amongst respondents. The results highlighted the influence of the identified concerns, perceived risks and benefits on attitudes and subsequent behavioural intention, and the importance of supply chain stakeholders addressing these concerns in the subsequent communications with the public.

From beef to beans: Eating motives and the replacement of animal proteins with plant proteins among Finnish consumers.

A better understanding of the motives underlying the adoption of sustainable and healthy diets is needed for designing more effective policies. The aim of the study was to examine how eating motives were associated with self-reported changes in the consumption of beef, beans, and soy products, i.e., changes related to reducing animal and increasing plant proteins. The study analysed a survey of an adult population living in Finland (N = 1048). The eating motives were measured with the Eating Motivation Survey (TEMS), which distinguishes between 15 eating motives. Six clusters of consumers based on self-reported changes in food choices were identified with latent class analysis (LCA). Four clusters had established food consumption patterns ("Beef only", "Beef and beans", "Beef, beans, and soy products", and "No beef"), one was undergoing a change, and one had attempted a change earlier. ANOVA with planned contrasts revealed that the motives relating to natural concerns, health, and weight control were higher, and convenience and price lower, among those who had an established diet including beans and soy products, as compared to those who consumed only beef. Those undergoing a dietary change expressed a higher endorsement of natural concerns as well as health, sociability, social image, and price motives than those with an established diet including beans and soy products. The results suggest that eating motives play an important role in changing towards more sustainable food consumption patterns in which meat/beef is replaced with plant proteins.

Diversifying meat consumption patterns: consumers' self-reported past behaviour and intentions for change.

This study analysed meat consumption patterns among Finnish consumers, considering both stated past changes and intended future changes. Consumer segments with different patterns of and reasons for change were identified. Latent class analysis revealed six consumer clusters that formed three major cluster blocks. The first block, comprising 48% of the consumers, had established consumption patterns and no intentions to change them. In the second block, with 13% of the consumers, consumption patterns had already shifted towards more vegetables and less meat. The third block, with 39% of the consumers, was identified to be in the middle of a change with a general tendency to reduce the use of meat and increase the use of vegetables. Although the environmental effects of meat and animal welfare issues were important reasons for change in some clusters, healthiness was the most salient stated reason for changing consumption habits.