Look at that!-The effect pictures have on consumer preferences for in ovo gender determination as an alternative to culling male chicks.

Gender determination in incubated eggs (in ovo) has the potential to substitute the highly discussed practice of culling male layer chicks. The aim of this study was to investigate the effect pictures have on peoples' preferences toward in ovo sexing at different stages of embryonic development and chick culling. For this purpose, an online survey was conducted with a representative sample of 482 respondents in Germany. A within-subject design with 2 choice experiments was used to investigate the influence pictures have on respondents' preferences and willingness to pay. The first-choice experiment contained plain text only; the second contained also pictures of a chick or the incubated eggs at the corresponding stages of development. Findings reveal that in ovo gender determination at each proposed day of incubation (d1, d4, and d9) was preferred to chick culling. In ovo screening on d1 and d4 was significantly preferred to d9. This preference for early gender determination increased significantly as a consequence to the provision of pictures. Results furthermore reveal that a high error rate of gender determination or the lack of a meaningful utilization of incubated eggs can decrease approval for in ovo gender determination to an extent, where no positive willingness to pay remains. Findings of this study are useful for stakeholders in poultry production when considering the implementation of in ovo gender determination as a morally admissible substitute to chick culling.

Consumer preferences for alternatives to chick culling in Germany.

The use of highly specialized breeds in poultry production has led to the situation in which fattening layer-type males are not economically viable, when competing with the conventional broiler meat. The vast majority of male layer chicks are therefore culled soon after hatching. Ethical concerns about this practice have led to a public debate in a number of countries, and its tenor seems unambiguous: the practice should end. Political and industrial representatives have also promoted putting an end to chick culling. Two alternatives that are already available or soon to be in the market in a number of countries are dual-use poultry production and in ovo gender determination. However, the alternatives are also not free from controversy. The presented study analyzes consumer attitudes towards these 2 alternatives. A discrete choice experiment on eggs with different production attributes was conducted among a sample of 400 German citizens. Results from a latent class model show that there is considerable heterogeneity in preferences, which can be depicted in 5 consumer segments. Consumer segments differ significantly in socioeconomic characteristics and attitudes towards chick-culling alternatives. One segment decides mainly based on product price. However, 28% of the sample show no price sensitivity but choose based on other product attributes such as the preferred chick-culling alternative or egg type. We find wide approval for in ovo gender determination with no segment disapproving of the technology. When it comes to dual-use poultry, the type of husbandry of cockerels is crucial for the approval of this production scheme. Rearing male chicks in free-range husbandry is the preferred alternative for one segment representing 27% of the sample. Results provide empirical evidence for a diversified egg demand, indicating diverse expectations for poultry production in the future.