RESUMO
The Welfare Quality® consortium has developed and proposed standard protocols for monitoring farm animal welfare. The uptake of the dairy cattle protocol has been below expectation, however, and it has been criticized for the variable quality of the welfare measures and for a limited number of measures having a disproportionally large effect on the integrated welfare categorization. Aiming for a wide uptake by the milk industry, we revised and simplified the Welfare Quality® protocol into a user-friendly tool for cost- and time-efficient on-farm monitoring of dairy cattle welfare with a minimal number of key animal-based measures that are aggregated into a continuous (and thus discriminative) welfare index (WI). The inevitable subjective decisions were based upon expert opinion, as considerable expertise about cattle welfare issues and about the interpretation, importance, and validity of the welfare measures was deemed essential. The WI is calculated as the sum of the severity score (i.e., how severely a welfare problem affects cow welfare) multiplied with the herd prevalence for each measure. The selection of measures (lameness, leanness, mortality, hairless patches, lesions/swellings, somatic cell count) and their severity scores were based on expert surveys (14-17 trained users of the Welfare Quality® cattle protocol). The prevalence of these welfare measures was assessed in 491 European herds. Experts allocated a welfare score (from 0 to 100) to 12 focus herds for which the prevalence of each welfare measure was benchmarked against all 491 herds. Quadratic models indicated a high correspondence between these subjective scores and the WI (R 2 = 0.91). The WI allows both numerical (0-100) as a qualitative ("not classified" to "excellent") evaluation of welfare. Although it is sensitive to those welfare issues that most adversely affect cattle welfare (as identified by EFSA), the WI should be accompanied with a disclaimer that lists adverse or favorable effects that cannot be detected adequately by the current selection of measures.
RESUMO
Concern about the welfare of production animals is growing among various stakeholders, including the general public. Citizens can influence the market for premium welfare products by expressing public concerns, and consumers-the actors who actually purchase products-can do so through their purchasing behavior. However, current market shares for premium welfare products are small in Europe. To better align purchase behavior with public and individuals' concerns, insight is needed into determinants that influence the intention to purchase premium welfare products. A cross-sectional online survey of 787 Flemish milk consumers was conducted to investigate attitudes toward and intention to purchase animal-friendly milk. More than half of the sample (52.5%) expressed the intention to purchase animal-friendly milk. Linear regression modeling indicated that intention was positively influenced by (1) higher perceived product benefits from animal-friendly milk (milk with more health benefits and higher quality); (2) higher personal importance of extrinsic product attributes such as local production and country of origin; (3) higher personal importance of animal welfare; (4) a more natural living oriented attitude toward cows; and (5) a more positive general attitude toward milk. Intention was negatively influenced by (1) a stronger business-oriented attitude toward cows; and (2) by a higher personal importance attached to price. These insights in key components of purchase intention can assist producers, the dairy industry, and retailers to position and market animal-friendly milk.
