Consumers' lack of animal welfare knowledge hampers free-range sales

While consumers say they’ll purchase free-range meat and non-cage laid eggs, their knowledge of modern animal production is too vague to translate to spending extra on these products at the supermarket, according to new research from Central Queensland University (CQUniversity).

Sensationalist reporting of chronic animal welfare issues on television and via the internet emotionally engages the public, but often their responses are narrow or artificial, according the CQUniversity researcher Dr Tania Signal.

Dr Signal instead suggests that thorough and sustained education about real-world farming practices and the range of desirable animal ‘freedoms’ will make a long-term difference.

“Animal welfare advocates talk about freedom from hunger, thirst and malnutrition, from discomfort, from pain, injury and disease, and from fear and distress, along with the freedom to express normal behaviour,” Dr Signal said.

“Yet our survey shows a disconnect as most consumers have only vague notions of what animal welfare actually involves. We need to tease out ‘real’ knowledge from ‘sentimental’ knowledge.”

“Without a mutually agreed-upon definition, consumers are less likely to pay for welfare initiatives by purchasing more costly food items, which in turn puts the burden for animal welfare back onto the producer, without offering any financial aid or incentive to improve welfare standards.

“Although consumers declare they are willing to pay more for welfare-friendly products, these intentions are not often translated into practice at the shops.”

Dr Signal says informed consumer attention should result in better welfare standards, but there is always a trade-off between animal product price sensitivity and perceptions of animal welfare.

“Consumer concern about animals is currently ‘type specific’. However, with sustained education, hopefully, we can ensure that people grow to care as much about farm animals as they do about their pets at home,” Dr Signal said.

Consumers appear to be willing to pay more for high-profile, easy take-home message products like Freedom Eggs, Dr Signal says.

“Animal welfare is something that consumers are concerned about but they want more information than what is currently available from RSPCA or internet sources.”