The results of two independent empirical studies with Flemish citizens were combined to address the problem of a short fall of information provision about higher welfare products. The research objectives were (1) to improve our understanding of how citizens conceptualize farm animal welfare, (2) to analyze the variety in the claimed personal relevance of animal welfare in the food purchasing decision process, and (3) to find out people’s needs in relation to product information about animal welfare and the extent to (...) which the current information caters to these needs. The first study consisted of a survey conducted in three consecutive years (2000–2002, n = 521) and was complemented with more recent qualitative data from four focus group discussions (2006, n = 29). Citizens’ conceptualization of farm animal welfare matched reasonably well with those in the scientific literature, although it is clearly influenced by a lower level of practical experience and a higher weight of empathy. In general, respondents indicated that animal welfare was an important product attribute, although it was less important than primary product attributes such as quality, health, and safety. Moral issues, rather than a perception of higher quality, were the main influence on preferences for higher welfare products. At present, higher standards of animal welfare are mostly guaranteed within more general quality assurance schemes. Yet people’s decisions to not choose higher welfare products seems to be related to the perceptual disconnection between eating animal food products and the living producing animals. Respondents generally thought better information provision was required and the present level of provision was strongly criticized. In combination, the findings of both studies help inform the discussion about how citizens can be informed about animal welfare and the preferred content, source, and medium of such information. The paper also provides insights into citizens’ semantic interpretation of the concept of animal welfare (what wordings they use) and the range of relevance that animal welfare has for different groups that, in turn is useful in identifying which segments can be targeted. This can contribute to a more effective valorization of animal welfare as a product attribute. (shrink)

The results of two independent empirical studies with Flemish citizens were combined to address the problem of a short fall of information provision about higher welfare products. The research objectives were (1) to improve our understanding of how citizens conceptualize farm animal welfare, (2) to analyze the variety in the claimed personal relevance of animal welfare in the food purchasing decision process, and (3) to find out people’s needs in relation to product information about animal welfare and the extent to (...) which the current information caters to these needs. The first study consisted of a survey conducted in three consecutive years (2000–2002, n = 521) and was complemented with more recent qualitative data from four focus group discussions (2006, n = 29). Citizens’ conceptualization of farm animal welfare matched reasonably well with those in the scientific literature, although it is clearly influenced by a lower level of practical experience and a higher weight of empathy. In general, respondents indicated that animal welfare was an important product attribute, although it was less important than primary product attributes such as quality, health, and safety. Moral issues, rather than a perception of higher quality, were the main influence on preferences for higher welfare products. At present, higher standards of animal welfare are mostly guaranteed within more general quality assurance schemes. Yet people’s decisions to not choose higher welfare products seems to be related to the perceptual disconnection between eating animal food products and the living producing animals. Respondents generally thought better information provision was required and the present level of provision was strongly criticized. In combination, the findings of both studies help inform the discussion about how citizens can be informed about animal welfare and the preferred content, source, and medium of such information. The paper also provides insights into citizens’ semantic interpretation of the concept of animal welfare (what wordings they use) and the range of relevance that animal welfare has for different groups that, in turn is useful in identifying which segments can be targeted. This can contribute to a more effective valorization of animal welfare as a product attribute. (shrink)

Societal attitude acceptance can influence the digital transformation in agriculture. Digital technologies, such as robots in dairy farming, can lead to more sustainable, animal welfare-friendly and consumer-oriented milk production. This study used the example of the milking and feeding robots to investigate whether society accepts the use of robots in dairy farming and whether there are differences in society based on perceived risks and opportunities of digitalization in dairy farming and acceptance. To this end, an online-based study was conducted with (...) a total of 1007 citizens in Germany. Overall, the respondents in this study suspect that the use of robots in dairy farming is associated with various risks but also with opportunities for society and for farmers in particular. However, these attitudes are quite heterogeneous. Four clusters could be identified: “proponents of robots”, “indifferent citizens”, “skeptical citizens”, and “critical supporters of robots”. Proponents of robots see only opportunities and little risks, whereas the critical citizens perceive not only opportunities but also many risks of using robots in dairy farming. The indifferent citizens show a rather indifferent attitude, in contrast to the skeptical citizens, who reject the opportunities at the societal level, while they agree with the opportunities of robots for farmers. This research contributes to understanding societal attitudinal acceptance and highlights differences in society that can help inform future decisions about the development and adoption of robots in dairy farming. (shrink)

Over the last decade many emerging economies, and in particular Brazil, have established themselves as major players in global food animal production. Within these countries much of the increase in food animal production has been achieved by the adoption of intensive housing systems similar to those found in most industrialized countries. However, it is now well established that many of these systems are associated with numerous welfare problems, particularly with respect to restriction of movement. Previous work has shown that people (...) living in industrialized’ countries broadly support farm animal welfare reform, and that similar criticisms may be voiced from citizens living in developing countries as they become more aware of confinement housing and potentially contentious husbandry practices. Given the developments that have taken place in other countries, there are lessons that could be learned and applied by emerging economies that would undoubtedly ease or prevent the challenges observed in other countries. Thus, we briefly describe the vehicles used by different countries when addressing animal welfare that may provide insights into identifying possible challenges and potential solutions for Brazil and other emerging economies. Where available we review the associated science and identify gaps where more research is needed. We conclude by providing a possible roadmap on how farm animal welfare reform may be addressed in emerging countries. Solutions will need to be tailored, culturally relevant, and science must play a key role in supporting animal welfare reform in the emerging countries. (shrink)

This paper describes the perspectives of stakeholders within the North American dairy industry on key issues affecting the welfare of dairy cattle. Five heterogeneous focus groups were held during a dairy cattle welfare meeting in Guelph, Canada in October 2012. Each group contained between 7 and 10 participants and consisted of a mix of dairy producers, veterinarians, academics, students, and dairy industry specialists. The 1-h facilitated discussions were audio-recorded and transcribed verbatim. Content analysis of the resulting transcripts showed that participants (...) across all stakeholder categories identified lameness as the most important welfare issue facing dairy cattle. Other prominent issues of concern included cow comfort, disease, on-farm mortality, stockmanship, painful procedures, injuries, cull cow management, calf management, and restriction of behavioural freedoms. Participants typically gave several reasons for why they considered issues problematic. Underlying reasons were grouped according to animal-centered concerns [at both the individual and at the herd level ] and industry-centered concerns . This analysis identified areas of shared concern among diverse stakeholder groups, which should aid in the development of standards and policies that satisfy stakeholders within and external to the dairy industry. (shrink)

Welfare-friendly outdoor poultry husbandry systems are associated with potentially higher public health risks for certain hazards, which results in a dilemma: whether to choose a system that improves chicken welfare or a system that reduces these public health risks. We studied the views of citizens and poultry farmers on judging the dilemma, relevant moral convictions and moral arguments in a practical context. By means of an online questionnaire, citizens and poultry farmers judged three practical cases, which illustrate the dilemma of (...) improving chicken welfare or reducing public health risks for Campylobacter, avian influenza and dioxin. Furthermore, they scored the importance of moral arguments and to what extend they agreed with moral convictions related to humans and chickens. Citizens were more likely than farmers to choose a system that benefits chicken welfare at the expense of public health. These different judgments could be explained by differing moral convictions and valuations of moral arguments. Judgments of citizens and farmers were associated with moral arguments and convictions, predominantly with those regarding the value of chickens and naturalness. Citizens agreed stronger with moral convictions regarding the intrinsic value of chickens and regarding naturalness than farmers did, while farmers agreed stronger with conviction regarding fairness. We argue that opinions of citizens and farmers are context-dependent, which may explain the differences between these groups. It implies that opinions of different stakeholder groups should be considered in order to achieve successful innovations in poultry husbandry, which are supported by society. (shrink)

Farm animal welfare in livestock production is a topical and important issue attracting growing interest of policy makers, consumers, stakeholders in the supply chain and others. While there is much public interest in the issue this is not reflected in the supply and market shares of animal food products that are produced under welfare standards that exceed legislative requirements. Given the obstacles to devising stricter legislative standards, higher welfare animal food products are mostly made available through market-based approaches. This paper (...) discusses different challenges and opportunities for a range of public and consumer policies and makes recommendations on how these might be strengthened. The paper does not report primary empirical findings but assembles available knowledge on citizen and consumer attitudes and perceptions towards animal welfare from various research disciplines. We argue that in order for public and consumer policies to be (more) efficient and effective, it is important to develop a segmented and targeted strategy. This paper will thus elaborate on what information could and should be provided to whom. This implies the need for a good understanding of how people conceptualize farm animal welfare. Further, information provisioning should address the needs and expectations of those specific consumer segments most likely to be motivated to purchase higher welfare products. Based on the assembled information, opportunities and challenges for information provisioning and communication to the public and consumers are identified. The merits and limitations of different forms of information provisioning and animal welfare labelling are discussed and recommendations are set forth for future research. (shrink)

Welfare-friendly outdoor poultry husbandry systems are associated with potentially higher public health risks for certain hazards, which results in a dilemma: whether to choose a system that improves chicken welfare or a system that reduces these public health risks. We studied the views of citizens and poultry farmers on judging the dilemma, relevant moral convictions and moral arguments in a practical context. By means of an online questionnaire, citizens (n = 2259) and poultry farmers (n = 100) judged three practical (...) cases, which illustrate the dilemma of improving chicken welfare or reducing public health risks for Campylobacter, avian influenza and dioxin. Furthermore, they scored the importance of moral arguments and to what extend they agreed with moral convictions related to humans and chickens. Citizens were more likely than farmers to choose a system that benefits chicken welfare at the expense of public health. These different judgments could be explained by differing moral convictions and valuations of moral arguments. Judgments of citizens and farmers were associated with moral arguments and convictions, predominantly with those regarding the value of chickens and naturalness. Citizens agreed stronger with moral convictions regarding the intrinsic value of chickens and regarding naturalness than farmers did, while farmers agreed stronger with conviction regarding fairness. We argue that opinions of citizens and farmers are context-dependent, which may explain the differences between these groups. It implies that opinions of different stakeholder groups should be considered in order to achieve successful innovations in poultry husbandry, which are supported by society. (shrink)

The pig sector is struggling with negative attitudes of citizens. This may be the result of conflicting attitudes toward pig husbandry between citizens and other stakeholders. To obtain knowledge about these attitudes, the objectives of this study were to determine and compare attitudes of various stakeholders toward animals, humans and the environment in the context of pig husbandry and to determine and compare the acceptability of publically discussed issues related to pig husbandry of various stakeholders. A questionnaire was distributed to (...) citizens, conventional pig farmers, organic pig farmers, pig husbandry advisors and pig veterinarians. Respondents could indicate their attitude toward aspects related to animals, humans and the environment in the context of pig husbandry and they could indicate their opinion about the acceptability of issues of pig husbandry, e.g. piglet mortality and inside pig housing. Based on measured attitudes and the acceptability of issues, the studied stakeholders could be divided into three distinctive groups. The group of citizens and organic pig farmers showed negative attitudes toward all aspects of pig husbandry, the group of conventional pig farmers and pig husbandry advisors only showed negative attitudes toward aspects related to economics and the group of pig veterinarians showed negative attitudes to specific aspects of pig husbandry. This indicates that stakeholders have different interests and different perspectives with regard to pig husbandry. The pig sector should learn to understand citizens’ perspectives and take these into account in their line of work, the implementation of animal welfare measures and in their communication. (shrink)

As part of a larger study eliciting Canadian producer and non-producer views about animal welfare, open-ended, semi-structured interviews were used to explore opinions about animal welfare of 20 Canadian pig producers, most of whom were involved in confinement-based systems. With the exception of the one organic producer, who emphasized the importance of a “natural” life, participants attached overriding importance to biological health and functioning. They saw their efforts as providing pigs with dry, thermally regulated, indoor environments where animals received abundant (...) feed, careful monitoring and where prospective disease outbreaks could be minimized and controlled. Emphasis was also placed on low-stress handling and agreeable working conditions which were believed to promote good animal care. The fact that pigs tend to respond to such conditions with steady growth reinforced the belief that good welfare was provided. Participants supported the use of sow gestation stalls, but with some reservations, and expressed concern about welfare problems that could occur if sows were grouped. Invasive procedures (castration, tail-docking, teeth clipping) were recognized as painful but were accepted because they were seen as: (1) necessary for sales or management; (2) satisfactory trade-offs to prevent worse welfare problems such as injury or infection; or (3) sufficiently short-term to be relatively unimportant. Participants were adamantly opposed to animal neglect and some welcomed actions of animal protectionists that expose poor care. Producers also welcomed natural-science-based approaches to improving animal welfare. The findings contribute to a broader effort to identify overlapping values among different stakeholder groups as a basis for formulating mutually agreeable, farm animal care and handling polices. (shrink)

Consumers’ actual knowledge about modern food production is limited, and their judgment is often guided by assumptions or associations that are not necessarily in line with reality. Consumers’ rather unrealistic idea of livestock farming is driven by beautiful and romanticized pictures in advertising. If confronted with the reality of modern livestock farming, consumers’ responses are mainly negative. So far, dairy farming still has a more positive image and thus is less affected by public criticism. However, if made public, some of (...) the current production practices in dairy farming have the potential to reduce consumer acceptance which in turn can have a tremendous effect on farmers. A particularly urgent topic is the handling of male dairy calves. Such calves are often treated as surplus animals due to their low genetic merits for meat, with the risk of resulting in the deprivation of animal welfare. To maintain consumer acceptance of dairy products and find socially accepted alternatives for the handling of male calves, insights into consumer perception of current and future production practices in dairy farming are needed. Thus, the aim of this study is to analyze how consumers evaluate the current situation of male dairy calves and alternatives in male calf management. A quantitative online survey, representative for the German population in terms of gender, age, education, region, and income, was carried out with 1 194 participants in February 2022. Overall, 60% of participants were not aware of the fact that male dairy calves are less appropriate for fattening purposes. Respondents saw a clear need for alternative methods for handling male calves from dairy production. More, our results show that the use of sexed semen encounters consumer resistance, while other alternatives that were evaluated as more natural were more accepted. A cluster analysis identified 3 distinct consumer segments labelled “sexed semen opponents” (31.6%), “undecided” (30.4%), and “proponents of all alternatives” (38.0%) that differed in their acceptance of alternative handling practices of male dairy calves. The results emphasize the gap between consumers’ expectations and reality on farms and the importance of considering consumer preferences when developing future pathways for dairy farming. (shrink)

The magnitude of public concerns about agricultural innovations has often been underestimated, as past examples, such as pesticides, nanotechnology, and cloning, demonstrate. Indeed, studies have proven that the agricultural sector presents an area of tension and often attracts skepticism concerning new technologies. Digital technologies have become increasingly popular in agriculture. Yet there are almost no investigations on the public acceptance of digitalization in agriculture so far. Our online survey provides initial insights to reduce this knowledge gap. The sample represents the (...) German population in terms of gender, age, education and size of place of residence. Results showed that if the potential of digital farming technologies regarding animal welfare and environmental protection was described, respondents reacted positively. Thus, the general attitudes of respondents toward the benefits of DFT were mostly positive. The approval to increasing adoption rates of particular DFT by providing subsidies was also high. Linear regression models showed that the dominant positive influences on respondents’ attitudes toward the benefits of DFT were a generally positive attitude toward farming and a strong trust in farmers in Germany. Confronting respondents with pictures showing DFT resulted in many spontaneous negative associations and general criticism of agricultural production. The latter holds true for DFT in animal husbandry in particular. However, as agriculture as a whole is criticized by many groups in Germany, it is unlikely that benefits from digitalization will significantly increase the public acceptance of agriculture as a whole. (shrink)

The results of an empirical study into the perceptions of “hands-on” experts concerning the welfare of (non-human) animals in traveling circuses in the Netherlands are presented. A qualitative approach, based on in-depth conversations with trainers/performers, former trainers/performers, veterinarians, and an owner of an animal shelter, conveyed several patterns in the contextual construction of perceptions and the use of dissonance reduction strategies. Perceptions were analyzed with the help of the Symbolic Convergence Theory and the model of the frame of reference, consisting (...) of knowledge, convictions, values, norms, and interests. The study shows that the debate regarding animals in circuses in the Netherlands is centered on the level of welfare that is required; the importance of animal welfare is not disputed. Arguments that were used differed according to the respondents’ specific backgrounds and can be placed on a gradient ranging from the conviction that the welfare of animals in circuses is sufficiently warranted and both human and animal enjoy the performance (right end), to the conviction that animal welfare in circuses is negative, combined with the idea that the goal of entertaining people does not outweigh that (left end). The study confirms that perceptions reflect people’s contexts, though the variety in scopes suggests that the (inter)relations between people and their context are complex in nature. Evidence of cognitive dissonance was abundant. Coping strategies were found to be used more by respondents towards the right end of the gradient, suggesting that those respondents experience more ambivalence. This encountered pattern of association between position on the gradient and frequency of dissonance reduction strategies calls for further research on the type of ambivalent feelings experienced. The authors argue that, to come to an agreement about the welfare of animals in circuses, including the way this welfare should be guaranteed, stakeholders from different contexts need to engage in a dialogue in which a distance is taken from right/wrong-schemes and that starts from acceptance of dilemmas and ambiguity. (shrink)

Changes in attitudes toward animal welfare, with a greater emphasis on the importance of allowing animals to express normal patterns of behavior has led to an examination of the practice of keeping hens in battery cages. There is widespread scientific consensus that the conditions of confinement and the barren nature of battery cages severely restrict hens’ behavioral repertoire, and are thus detrimental to their welfare. The New Zealand Animal Welfare Act 1999, stipulates that animals must have “the opportunity to display (...) normal patterns of behaviour.” In spite of this provision, the New Zealand government has not acted in phasing out battery cages, arguing instead that there is insufficient evidence that welfare will be improved by a phase-out. There is evidence of strong industry pressure on the government, and the use of tactics common in policy considerations where changes are resisted by powerful interests. It is important that policy processes are better managed so that welfare changes are based on both public preferences and scientific knowledge, and ways of doing this are discussed. (shrink)

Food production, water management, land use, and animal and public health are all topics of extensive public debate. These themes are linked to the core activities of the agricultural sector, and more specifically to the work of farmers. Nonetheless, the ethical discussions are mostly initiated by interest groups in society rather than by farmers. At least in Europe, consumer organizations and animal welfare and environmental organizations are more present in the public debate than farmers. This is not how it should (...) be. First, because consumers often cannot but rely on agriculture. Second, because recent research shows that farmers have moral beliefs and convictions that appear to be broader than economic considerations and that are—to a certain extent—specific to their profession. This raises the question how to make input from farmers operational in the public debates on the future of farming. We discuss one option: entrusting farmers with professional autonomy concerning moral matters related to farming. We sketch the historical background of the current situation in which farmers are relatively silent on moral matters and we present some clear indications that farmers have values and moral beliefs that are relevant for the public debate. Next the concepts of professionalism and professional autonomy are discussed and applied to the practice of farming. Finally, we discuss the relevance and limits of professional moral autonomy for the agricultural profession. We close with an overview of what this moral autonomy implies for and requires from farmers in practice. We conclude that if some preconditions are met by farmers, then this type of moral autonomy can be relevant for farmers and for society, and contributes to the quality of the public debate on the future of farming. (shrink)

The food industry faces many significant risks from public criticism of corporate social responsibility (CSR) issues in the supply chain. This paper draws upon previous research and emerging industry trends to develop a comprehensive framework of supply chain CSR in the industry. The framework details unique CSR applications in the food supply chain including animal welfare, biotechnology, environment, fair trade, health and safety, and labor and human rights. General supply chain CSR issues such as community and procurement are also considered. (...) Ultimately, the framework serves as a comprehensive tool to support food industry practitioners and researchers in the assessment of strategic and operational supply chain CSR practices. (shrink)

The focus on animal welfare in society has increased during the last 50 years. Animal welfare legislation and private standards have developed, and today many farmers within animal production have both governmental legislation and private standards to comply with. In this paper intentions and values are described that were expressed in 14 animal welfare legislation and standards in four European countries; Sweden, United Kingdom, Germany and Spain. It is also discussed if the legislation and standards actually accomplish what they, in (...) their overall description and ethics, claimed to do, i.e. if this is followed up by relevant paragraphs in the actual body of the text in the legislation and standards respectively. The method used was an on-line questionnaire from the EconWelfare research project and text analyses. This study shows that the ethical values within a set of legislation or private standards are not always consistently implemented, and it is not always possible to follow a thread between the intentions mentioned initially and the actual details of the legislation or standard. Since values will differ so will also the animal welfare levels and the implications of similar concepts in the regulations. In general, the regulations described were not based on animal welfare considerations only, but also other aspects, such as food safety, meat quality, environmental aspects and socio-economic aspects were taken into account. This is understandable, but creates a gap between explicit and implicit values, which we argue, can be overcome if such considerations are made more transparent to the citizens/consumers. (shrink)

Sustainability and welfare are concepts that are often mentioned in the context of fishing and fish farming. What these concepts imply in practice, how they are defined and made operational is less clear. This paper focuses on the role of fish buyers as a key actor in the supply chain between the fisher or fish farmer and the consumer. Using semi-structured interviews, we explore and analyze whether and how the interviewed fish buyers define and implement moral values related to animal (...) welfare and sustainability. The eight fish buyers who were interviewed suggest that moral values are used in their work, but also result in a number of value conflicts (moral and non-moral). The focus on sustainability and animal welfare appear to be driven by external and market factors. Sustainability mainly reflects fishing methods and quotas and fish welfare is seen as part of sustainability. Fish welfare seems more important for farmed than for wild fish as the buyers feel a responsibility regarding these kept animals. Further, the decision whether a product is sustainable is mainly based on labels. Fish buyers argue that labels are useful as a business-to-business tool. Nonetheless, based on the interviews, we argue that the relevance of these labels for addressing the ethical dilemmas of buyers is limited. Labels often are a rather procedural solution that deals with the genuine dilemmas only to a limited extent. We conclude that in order to move forward, the sector needs to further reflect and elaborate on its core values. (shrink)

The legitimacy of the dominant intensive meat production system with respect to the issue of animal welfare is increasingly being questioned by stakeholders across the meat supply chain. The current meat supply is highly undifferentiated, catering only for the extremes of morality concerns (i.e., conventional vs. organic meat products). However, a latent need for compromise products has been identified. That is, consumer differences exist regarding the trade-offs they make between different aspects associated with meat consumption. The heterogeneity in consumer demand (...) could function as a starting point for market segmentation, targeting and positioning regarding animal welfare concepts that are differentiated in terms of animal welfare and price levels. Despite this, stakeholders in the meat supply chain seem to be trapped in the dominant business model focused on low cost prices. This paper aims to identify conflicting interests that stakeholders in the meat supply chain experience in order to increase understanding of why heterogeneous consumer preferences are not met by a more differentiated supply of meat products produced at different levels of animal welfare standards. In addition, characteristics of the supply chain that contribute to the existence of high exit barriers and difficulty to shift to more animal-friendly production systems are identified. Following the analysis of conflicting interests among stakeholders and factors that contribute to difficulty to transform the existing dominant regime, different routes are discussed that may help and motivate stakeholders to overcome these barriers and stimulate the creation of new markets. (shrink)

Abstract In order to avoid the occurrence of boar taint, castration of piglets without pain relief is a common practice in pork production. Due to increasing animal welfare concerns, the practice will be banned in organic agriculture from 2012 and alternative methods will have to be implemented. An important factor for the successful implementation of such alternatives is consumers’ acceptance of the methods, as consumers’ daily buying decisions are crucial to the further development of the organic pork sector. Thus, this (...) paper explores organic consumers’ attitudes towards piglet castration without pain relief and three alternative methods and examines which aspects of these alternatives are important to consumers of organic products. The analysis of nine focus group discussions in Germany conducted in fall 2009 and involving a total of 89 participants, shows that castration without pain relief in organic farming was unacceptable for participants. Animal welfare, food safety, taste, and costs were principal aspects that participants used to assess the three alternatives. Participants had mainly favorable attitudes towards castration with anesthesia and analgesia. Although participants had some concerns regarding the fattening of boars (taste), there was openness towards this alternative due to its perceived naturalness. Immunocastration was seen quite critically because participants feared that this alternative might lead to (hormone) residues in meat. Overall, the results suggest that fattening of boars and castration with anesthesia and analgesia could be acceptable alternatives to consumers of organic pork. Content Type Journal Article Category Articles Pages 1-20 DOI 10.1007/s10806-011-9350-2 Authors Astrid Heid, Department of Agricultural and Food Marketing, University of Kassel, Steinstraße 19, 37213 Witzenhausen, Germany Ulrich Hamm, Department of Agricultural and Food Marketing, University of Kassel, Steinstraße 19, 37213 Witzenhausen, Germany Journal Journal of Agricultural and Environmental Ethics Online ISSN 1573-322X Print ISSN 1187-7863. (shrink)

The results of an empirical study into the perceptions of “hands-on” experts concerning the welfare of (non-human) animals in traveling circuses in the Netherlands are presented. A qualitative approach, based on in-depth conversations with trainers/performers, former trainers/performers, veterinarians, and an owner of an animal shelter, conveyed several patterns in the contextual construction of perceptions and the use of dissonance reduction strategies. Perceptions were analyzed with the help of the Symbolic Convergence Theory and the model of the frame of reference, consisting (...) of knowledge, convictions, values, norms, and interests. The study shows that the debate regarding animals in circuses in the Netherlands is centered on the level of welfare that is required; the importance of animal welfare is not disputed. Arguments that were used differed according to the respondents’ specific backgrounds and can be placed on a gradient ranging from the conviction that the welfare of animals in circuses is sufficiently warranted and both human and animal enjoy the performance (right end), to the conviction that animal welfare in circuses is negative, combined with the idea that the goal of entertaining people does not outweigh that (left end). The study confirms that perceptions reflect people’s contexts, though the variety in scopes suggests that the (inter)relations between people and their context are complex in nature. Evidence of cognitive dissonance was abundant. Coping strategies were found to be used more by respondents towards the right end of the gradient, suggesting that those respondents experience more ambivalence. This encountered pattern of association between position on the gradient and frequency of dissonance reduction strategies calls for further research on the type of ambivalent feelings experienced. The authors argue that, to come to an agreement about the welfare of animals in circuses, including the way this welfare should be guaranteed, stakeholders from different contexts need to engage in a dialogue in which a distance is taken from right/wrong-schemes and that starts from acceptance of dilemmas and ambiguity. (shrink)

This article describes how we seem to live in a willed blindness towards the effects that our meat production and consumption have on animals, the environment and the climate. A willed blindness that cannot be explained by either lack of knowledge or scientific uncertainty. The blindness enables us to see ourselves as moral beings although our lack of reaction to the effects of our actions tells another story. The article describes the consequences of intensive meat production and consumption to animal (...) welfare and environmental degradation and discusses different strategies to overcome the willed blindness focusing on the development of either a new moral vision of our obligations or new visions of what a good life is. (shrink)

Livestock production has been confronted with several epidemics over the last decades. The morality of common animal disease strategies—stamping out and vaccination—is being debated and provokes controversies among farmers, authorities and the broader public. Given the complexity and controversy of choosing an appropriate control strategy, this article explores the potential of nano-enabled diagnostics in future livestock production. At first glance, these applications offer promising opportunities for better animal disease surveillance. By significantly shortening the reaction time from diagnosis to appropriate control, (...) they could complement the current disease management strategies. Although nano-enabled diagnostics will not make livestock disease eradication strategies redundant or completely free of the culling of infected animals, these diagnostics could significantly reduce the number of culled animals and animal suffering. This article aims to demonstrate that the ethical assessment of advanced diagnostics can build on the experiences with decision making in biomedical ethics where nonmaleficence, beneficence, autonomy and justice serve as important benchmarks. Nano-enabled diagnostics may be an ethically sound solution if it can resolve the dilemma between stamping out and vaccination in favor of the latter and if it can balance the autonomy–paternalism dilemma between farmers and authorities. The technology should allow to be switched on and off by farmers, whilst simultaneously allowing for a weak paternalism on behalf of authorities in order to benefit the farmer and broader society and to protect them from harm. (shrink)

Animal welfare in pig production is frequently a topic of debate and is sensitive in nature. This debate is partly due to differences in values, forms, convictions, interests and knowledge among the stakeholders that constitute differences among their frames of reference with respect to pigs and their welfare. Differences in frames of reference by stakeholder groups are studied widely, but not specifically with respect to animal behaviour or welfare. We explored this phenomenon using a qualitative behaviour assessment . Participating stakeholders (...) were classified into two expert groups consisting of pig farmers and animal scientists and a lay-group consisting of urban citizens . The stakeholders were asked to observe the behaviour of a specific pig in each of the nine videos and to assign a score for each video using 21 predefined terms describing the mood, such as ‘happy’ or ‘irritated’. They were asked to complete two additional questionnaires to obtain information on their frames of reference. Results from the QBA showed that the pig farmers observed the behaviour of pigs more positively than the urban citizens and the animal scientists. This was evident from the consistently higher scores on the positive terms to assess pig behaviour. The questionnaires revealed that the farmers had a different frames of reference regarding pigs and different understanding of welfare, which might explain the differences in assessment. In a follow-up stakeholder workshop, which focussed on differences in observation, QBA showed to be an effective tool to stimulate mutual learning among stakeholders, which is necessary to find shared solutions. (shrink)

Over the past decades, the modernization of agriculture in the Western world has contributed not only to a rapid increase in food production but also to environmental and societal concerns over issues such as greenhouse gas emissions, soil quality and biodiversity loss. Many of these concerns, for example those related to animal welfare or labor conditions, are stuck in controversies and apparently deadlocked debates. As a result we observe a paradox in which a wide range of corporate social responsibility initiatives, (...) originally seeking to reconnect agriculture and society, frequently provoke debate, conflict, and protests. In order to make sense of this pattern, the present paper contends that Western agriculture is marked by moral complexity, i.e., the tendency of multiple legitimate moral standpoints to proliferate without the realistic prospect of a consensus. This contention is buttressed by a conceptual framework that draws inspiration the contemporary business ethics and systems-theoretic scholarship. From the systems-theoretic point of view, the evolution of moral complexity is traced back to the processes of agricultural modernization, specialization, and differentiation, each of which suppresses the responsiveness of the economic and legal institutions to the full range of societal and environmental concerns about agriculture. From the business ethics point of view, moral complexity is shown to prevent the transformation of the ethical responsibilities into the legal and economic responsibilities despite the ongoing institutionalization of CSR. Navigating moral complexity is shown to require moral judgments which are necessarily personal and contestable. These judgments are implicated in those CSR initiatives that require dealing with trade-offs among the different sustainability issues. (shrink)

The legitimacy of the dominant intensive meat production system with respect to the issue of animal welfare is increasingly being questioned by stakeholders across the meat supply chain. The current meat supply is highly undifferentiated, catering only for the extremes of morality concerns (i.e., conventional vs. organic meat products). However, a latent need for compromise products has been identified. That is, consumer differences exist regarding the trade-offs they make between different aspects associated with meat consumption. The heterogeneity in consumer demand (...) could function as a starting point for market segmentation, targeting and positioning regarding animal welfare concepts that are differentiated in terms of animal welfare and price levels. Despite this, stakeholders in the meat supply chain seem to be trapped in the dominant business model focused on low cost prices. This paper aims to identify conflicting interests that stakeholders in the meat supply chain experience in order to increase understanding of why heterogeneous consumer preferences are not met by a more differentiated supply of meat products produced at different levels of animal welfare standards. In addition, characteristics of the supply chain that contribute to the existence of high exit barriers and difficulty to shift to more animal-friendly production systems are identified. Following the analysis of conflicting interests among stakeholders and factors that contribute to difficulty to transform the existing dominant regime, different routes are discussed that may help and motivate stakeholders to overcome these barriers and stimulate the creation of new markets. (shrink)

Societal concerns dictate the need for animal welfare standards and legislation. The public and livestock producers often differ on their views of livestock welfare, and failure to meet public expectations may threaten the “social license to operate” increasing the cost of production and hampering the success of the industry. This study examined public and producer attitudes toward common practices and animal welfare issues in the Australian red meat industry, knowledge of these practices, and public and producer trust in people working (...) the red meat industry using an Australia-wide survey of both the general public and red meat producers. Public participants were recruited using a random digit dialing telephone survey while the red meat producers were randomly selected within a curated database of Australian red meat producers. After controlling for gender and age, there were marked differences between public and producer respondents in 20 of the 27 attitude, trust and knowledge variables studied. Producers reported more positive beliefs in the conditions provided for sheep and beef cattle during sea and land transport, the husbandry practices used in the red meat industry, and red meat attributes regarding human health, environmental impact, animal use and animal welfare. Both public and producers reported similar levels of trust in conventional and commercial media and had similar beliefs about animal rights, prevention of animal cruelty and balancing the welfare of people and animals. The results indicate a polarization between the public and livestock producers in their attitudes toward animal welfare, knowledge of husbandry practices and trust in livestock people. (shrink)

Increased productivity may have negative impacts on farm animal welfare in modern animal production systems. Efficiency gains in production are primarily thought to be due to the intensification of production, and this has been associated with an increased incidence of production diseases, which can negatively impact upon FAW. While there is a considerable body of research into consumer attitudes towards FAW, the extent to which this relates specifically to a reduction in production diseases in intensive systems, and whether the increased (...) incidence of diseases represents a barrier to consumer acceptance of their increased use, requires further investigation. Therefore a systematic review of public attitudes towards FAW was conducted, with a specific focus on production diseases in intensive systems. Four databases were searched to identify relevant studies. A screening process, using a set of pre-determined inclusion criteria, identified 80 studies, with the strength of evidence and uncertainty assessed for each. A thematic analysis led to the identification of 6 overarching themes constructed from 15 subthemes. The results demonstrate that the public are concerned about FAW in modern production systems. Concern varied in relation to age, gender, education and familiarity with farming. Naturalness and humane treatment were central to what was considered good welfare. An evidence gap was highlighted in relation to attitudes towards specific production diseases, with no studies specifically addressing this. However, the prophylactic use of antibiotics was identified as a concern. A number of dissonance strategies were adopted by consumers to enable guilt free meat consumption. (shrink)

Awareness of farm animal welfare issues is growing in Canada, as part of a larger food movement. The baseline Canadian standards for farm animal welfare—the Recommended Codes of Practice for the Care and Handling of Farm Animals—are up for revision. The success of these standards will depend in part on perceived legitimacy, which helps determine whether voluntary code systems are adopted, implemented, and accepted by target audiences. In the context of the Codes, legitimacy will also hinge on whether the standards-developers (...) marshal narratives about farm animals that accord with their audiences’ expectations. The aim of this paper is to catalogue factors that influence legitimacy in farm animal welfare standard-setting, including which narratives of animal welfare are emphasized by standard-setters. Drawing upon the example of the baseline Canadian standards, and the National Farm Animal Care Council, the paper will present a theoretical and methodological framework for analyzing legitimacy in the context of animal welfare standards-development and discuss associated policy considerations. (shrink)

The Dutch policy objective of a fully sustainable livestock sector without mutilations by 2023 is not compatible with the routine practice of tail docking to minimize the risk of tail biting. To examine farmer attitudes towards docking, a telephone survey was conducted among 487 conventional and 33 organic Dutch pig farmers. “Biting” (of tails, ears, or limbs) was identified by the farmers as a main welfare problem in pig farming. About half of the farmers reported to have no tail biting (...) problems in their own herd. When farmers did report problems, they most often reported figures between 1 and 5 % of the animals. High incidences of tail biting were anticipated when trying to keep undocked pigs. Enrichment materials used in the conventional sector included mainly chains (52–63 % of the farms) and hanging rubber or plastic balls (22–30 %). Straw, sawdust, or wood shavings was hardly provided in conventional pig farming (2–3 %), in contrast to organic farming (88–100 % of farms). Conventional pig farmers feel a curly tail is not very important for sustainable pig farming. They consider enrichment to be less effective and tail docking to be less stressful for them and their piglets than their organic colleagues do. Pig farmers identified climate as a main risk factor for tail biting as opposed to enrichment. The objective of reducing routine tail docking requires solutions for dealing with tail biting problems at the farm level. In this process, transfer of scientific knowledge about enrichment materials and other measures to prevent and cure tail biting is critical, as is a change in farmer attitudes and awareness of the moral issues involved. (shrink)

The Dutch policy objective of a fully sustainable livestock sector without mutilations by 2023 is not compatible with the routine practice of tail docking to minimize the risk of tail biting. To examine farmer attitudes towards docking, a telephone survey was conducted among 487 conventional and 33 organic Dutch pig farmers. “Biting” (of tails, ears, or limbs) was identified by the farmers as a main welfare problem in pig farming. About half of the farmers reported to have no tail biting (...) problems in their own herd. When farmers did report problems, they most often reported figures between 1 and 5 % of the animals. High incidences of tail biting were anticipated when trying to keep undocked pigs. Enrichment materials used in the conventional sector included mainly chains (52–63 % of the farms) and hanging rubber or plastic balls (22–30 %). Straw, sawdust, or wood shavings was hardly provided in conventional pig farming (2–3 %), in contrast to organic farming (88–100 % of farms). Conventional pig farmers feel a curly tail is not very important for sustainable pig farming. They consider enrichment to be less effective and tail docking to be less stressful for them and their piglets than their organic colleagues do. Pig farmers identified climate as a main risk factor for tail biting as opposed to enrichment. The objective of reducing routine tail docking requires solutions for dealing with tail biting problems at the farm level. In this process, transfer of scientific knowledge about enrichment materials and other measures to prevent and cure tail biting is critical, as is a change in farmer attitudes and awareness of the moral issues involved. (shrink)

As public awareness of environmental issues and animal welfare has risen, catering to public concerns and views on these issues has become a potentially profitable strategy for marketing a number of product types, of which animal products such as dairy and meat are obvious examples. Our analysis suggests that specific marketing instruments are used to sell animal products by blurring the difference between the paradigms of animal welfare used by producers, and the paradigms of animal welfare as perceived by the (...) public. These instruments rely on ethical, political and sustainable consumption discourses in order to sell one image of animal welfare in intensive animal production while the actual production at the same time presupposes a quite different paradigm of animal welfare. Specifically, product advertising utilizes representations tied to concepts of naturalness in depictions of both animal lives and product processes as “natural”. Product marketing suggests a coherence between nature, production process, and end product, thereby creating associations that the lives of production animals are lived in nature and that their products bring a wholesome and sustainable naturalness to the consumer—thus attempting to display a green, eco-, climate-, and animal friendly production. By analyzing a number of cases from the Scandinavian food market, this paper thus illustrates the tensions between paradigms of animal welfare and concepts of naturalness as these are used in animal product marketing, discusses the ethical implications of this type of marketing communication, and stresses the need for transparency in the area of animal welfare. (shrink)

Society’s relationship with modern animal farming is an ambivalent one: on the one hand there is rising criticism about modern animal farming; on the other hand people appreciate certain aspects of it, such as increased food safety and low food prices. This ambivalence reflects the two faces of modernity: the negative (exploitation of nature and loss of traditions) and the positive (progress, convenience, and efficiency). This article draws on a national survey carried out in the Netherlands that aimed at gaining (...) a deeper understanding about the acceptance of modern dairy farming in Dutch society. People take two dimensions into account when evaluating different aspects of modern dairy farming: (1) the way living beings are used for production and (2) the way a dairy farm functions as a business. In both these dimensions people appeared to adopt cautious opinions: most people preferred relatively traditional and natural farms and were concerned about the use of nature and treatment of animals in modern production—although this did not imply an outright rejection of modern animal farming. The study also looked for (and sought to explain) differences of opinion between social groups. Besides socio-demographic factors such as age and gender, farming experience and value-orientation (such as socially minded and professional) appeared to be important variables. The values and convictions within modern society can help to explain why some people are greatly concerned about animal welfare while some show less concern. This diversity also helps to explain why general information campaigns are quite ineffective in allaying concerns about modern animal farming. (shrink)

Attitudes toward sow husbandry differ between citizens and conventional pig farmers. Research showed that moral values could only predict the judgment of people in case of culling healthy animals in the course of a disease epidemic to a certain extent. Therefore, we hypothesized that attitudes of citizens and pig farmers cannot be predicted one-on-one by moral values. Furthermore, we were interested in getting insight in whether moral values can be useful in bridging the gap between attitudes toward sow husbandry of (...) citizens and pig farmers. Based on a questionnaire, it was found that pig farmers and citizens, when considered as one group, shared the valuation of most moral values. However, when studying the four clusters of citizens with different attitudes toward sow husbandry, determined in a previous study, a variation in valuation of the moral values between the clusters of citizens and farmers came to the fore. This means that moral values are interpreted differently by groups of people when forming attitudes toward sow husbandry. The results of our study give an indication of which moral values are weighed differently between clusters of citizens and pig farmers. This information can be useful in future research on attitudes toward animal husbandry in order to understand why attitudes differ between groups of people. Besides, our results can be useful for the pig sector and citizens to learn to understand each other’s attitudes. With this understanding it is possible to invest in a husbandry system that can build on societal support. (shrink)

Pig farmers and scientists appear to have different perspectives and underlying framing on animal welfare issues as tail biting and natural behaviour of pigs. Literature proposes a joint learning process in which a shared vision is developed. Using two different settings, a symposium and one-to-one dialogues, we aimed to investigate what elements affected joint learning between scientists and pig farmers. Although both groups agreed that more interaction was important, the process of joint learning appeared to be rather potentially dangerous for (...) the farmer–scientist relationship. During the symposium, farmers were only moderately open for scientific knowledge and the issue of tail biting had the tendency to run into a deadlock. The setting was an influencing element for the degree of success, because the dialogues did lead to improved mutual trust and understanding of each other’s framing and context. Another element was the degree of usability and absoluteness of scientific facts. They were frequently not concrete enough, too uncertain or not relating to the context of the farmers. In addition, some scientific facts were not recognized by the farmers. Both groups appeared to react and argue from their praxis, including their local environment, way of living, handling and understanding their environment. These praxises appeared to function as a filter, influencing the way of observing the environment, inducing ‘blind spots’ and misunderstandings. Stepping in each other’s praxis might provide concrete and fusing insights, required to realize joint learning processes. (shrink)

The Dutch pig husbandry has become a topic of public debate. One underlying cause is that pig farmers and urban-citizens have different perspectives and underlying norms, values and truths on pig husbandry and animal welfare. One way of dealing with such conflicts involves a learning process in which a shared vision is developed. A prerequisite for this process is that both parties become aware of their own fixed patterns of thoughts, actions, and blind spots. Therefore, we conducted five homogeneous focus (...) groups consisting of either urban-citizens or pig farmers. The first part of the sessions aimed to make the participants aware of their own perspectives and underlying norms and values concerning animal welfare, farm practices or consumer behavior. Then, by the use of role-play and film fragments showing the perspectives of the other party, we aimed to stimulate frame reflection. The farmers maintained their own perspective and defended their practices. They denied the perspective of the urban-citizens by portraying them as ignorant of the “factual” farm practices. They proposed the use of one-way information, but our results indicate that this is likely to fail as a strategy to support or restore public acceptance. Our case shows hardy any consensus regarding the relevance of the facts at stake and a very limited amount of shared values. However, the shared love for animals together with the recognition by the urban-citizens of the inescapable dilemma for farmers to adopt a use-framing towards animals might provide an opening for further learning strategies. (shrink)

Agricultural technologies are non-neutral and ethical challenges are posed by these technologies themselves. The technologies we use or endorse are embedded with values and norms and reflect the shape of our moral character. They can literally make us better or worse consumers and/or people. Looking back, when the world’s developed nations welcomed and steadily embraced industrialization as the dominant paradigm for agriculture a half century or so ago, they inadvertently championed a philosophy of technology that promotes an insular human-centricism, despite (...) its laudable intent to ensure food security and advance human flourishing. The dominant philosophy of technology has also seeded particular ethical consequences that plague the well-being of human beings, the planet, and farmed animals. After revisiting some fundamental questions regarding the complex ways in which technology as agent shapes our lives and choices and relegates food and farmed constituents into technological artifacts or commodities, I argue that we should accord an environmental virtue ethic of care—understood as caretaking—a central place in developing a more conscientious philosophy of technology that aims at sustainability, fairness, and humaneness in animal agriculture. While technology shapes society, it also is socially shaped and an environmental virtue ethic of care (EVEC) as an alternative design philosophy has the tools to help us take a much overdue inventory of ourselves and our relationships with the nonhuman world. It can help us to expose the ways in which technology hinders critical reflection of its capacity to alter communities and values, to come to terms with why we may be, in general, disengaged from critical ethical analysis of contemporary agriculture and to consider the moral shape and trajectory and the sustainability of our food production systems going into the future. I end by outlining particular virtues associated with the ethic of care discussed here and consider some likely implications for consumers and industry technocrats as they relate to farming animals. (shrink)

There has been growing global interest in livestock animal welfare. Previous research into attitudes towards animal welfare has focused on Europe and the United States, with comparatively little focus on Australia, which is an important location due to the prominent position of agriculture economically and culturally. In this article, we present results from qualitative research on how Australian meat consumers conceptualise sheep and beef cattle welfare. The study was conducted in two capital cities (Melbourne, Victoria and Adelaide, South Australia) and (...) a much smaller rural centre (Toowoomba, Queensland) using focus groups (involving 40.9% of participants) and mall-intercept interviews (59.1% of participants), totalling 66 participants. Qualitative analysis highlights that participants had clear ideas of what it means for an animal to live a ‘good life’ and experience a ‘good death,’ with their beliefs strongly tied to their expectations and cultural understandings of what Australian agriculture ‘should be.’ In response to open-ended questions, participants expressed attitudes that relied on romanticised visions of the ‘rural idyll’ as seen in frequent discussions about what is ‘normal’ for sheep meat and beef production, and relatedly, what count as ‘natural behaviours.’ Many participants rejected anything associated with the ‘other,’ classifying it as not ‘normal’: we argue that which is not considered normal, including intensive production, foreign ownership, and halal slaughter practices, appear to place participants’ conceptualizations of an animal’s ‘good death,’ and in turn the potential for a ‘good life,’ at risk. (shrink)