Animal welfare has assumed in recent years an increasing significance for European consumers, becoming part of the Community Agricultural Policy strategy that encourages farmers to achieve higher standards of animal welfare. Undoubtedly, the superior social sensitivity towards animal welfare has produced over time notable changes within European Union (EU) Policy. However, while EU legislation has progressively focused on granting animals better possibilities to express their behavioural repertoire, recent analysis shows that consumer knowledge of animal welfare compulsory standards is still quite limited. Drawing on the results of a direct survey on 300 Italian food shoppers, our research analyses consumer knowledge of the welfare standards of laying hens. Our findings highlight important market opportunities and policy implications. Our research shows that, although the majority of the sample expressed concern on hen husbandry systems, most of respondents were unaware of the current mandatory labelling system for eggs. Through cluster analysis three segments were found: the inactive consumer cluster, the conflicted consumer cluster and the ethically competent consumer cluster. This segmentation is especially valuable for producers of 'animal-friendly' eggs to identify market opportunities and formulate appropriate marketing strategies.

Italian consumer awareness of layer hens' welfare standards: a cluster analysis / Vecchio, Riccardo; Annunziata, Azzurra. - In: INTERNATIONAL JOURNAL OF CONSUMER STUDIES. - ISSN 1470-6423. - 36:6(2012), pp. 647-655. [10.1111/j.1470-6431.2011.01040.x]

Italian consumer awareness of layer hens' welfare standards: a cluster analysis

VECCHIO, RICCARDO;
2012

Abstract

Animal welfare has assumed in recent years an increasing significance for European consumers, becoming part of the Community Agricultural Policy strategy that encourages farmers to achieve higher standards of animal welfare. Undoubtedly, the superior social sensitivity towards animal welfare has produced over time notable changes within European Union (EU) Policy. However, while EU legislation has progressively focused on granting animals better possibilities to express their behavioural repertoire, recent analysis shows that consumer knowledge of animal welfare compulsory standards is still quite limited. Drawing on the results of a direct survey on 300 Italian food shoppers, our research analyses consumer knowledge of the welfare standards of laying hens. Our findings highlight important market opportunities and policy implications. Our research shows that, although the majority of the sample expressed concern on hen husbandry systems, most of respondents were unaware of the current mandatory labelling system for eggs. Through cluster analysis three segments were found: the inactive consumer cluster, the conflicted consumer cluster and the ethically competent consumer cluster. This segmentation is especially valuable for producers of 'animal-friendly' eggs to identify market opportunities and formulate appropriate marketing strategies.
2012
Italian consumer awareness of layer hens' welfare standards: a cluster analysis / Vecchio, Riccardo; Annunziata, Azzurra. - In: INTERNATIONAL JOURNAL OF CONSUMER STUDIES. - ISSN 1470-6423. - 36:6(2012), pp. 647-655. [10.1111/j.1470-6431.2011.01040.x]
File in questo prodotto:
File Dimensione Formato  
IJCS.pdf

non disponibili

Tipologia: Documento in Post-print
Licenza: Accesso privato/ristretto
Dimensione 253.96 kB
Formato Adobe PDF
253.96 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/670054
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 37
  • ???jsp.display-item.citation.isi??? 36
social impact