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)

The public can influence animal welfare law and regulation. However what constitutes ‘the public’ is not a straightforward matter. A variety of different publics have an interest in animal use and this has implications for the governance of animal welfare. This article presents an ethnographic content analysis of how the concept of a public is mobilized in animal welfare journals from 2003 to 2012. The study was undertaken to explore how experts in the discipline define and regard the role of (...) the public in determining animal welfare standards. Analysis indicates that experts in animal welfare constitute different types of citizen and consumer publics around specific types of animal use, framed by different theories of value. These results suggest a need for greater clarity about the roles and responsibilities of experts and publics in animal welfare reform processes. Clearly citizens and consumers can both contribute to promoting higher welfare standards, but an over-reliance on market mechanisms and consumer behaviour to assign value is beset by moral hazards, foremost being the risk of disarticulating the concept of animal welfare from the public good. (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)

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)

The public can influence animal welfare law and regulation. However what constitutes ‘the public’ is not a straightforward matter. A variety of different publics have an interest in animal use and this has implications for the governance of animal welfare. This article presents an ethnographic content analysis of how the concept of a public is mobilized in animal welfare journals from 2003 to 2012. The study was undertaken to explore how experts in the discipline define and regard the role of (...) the public in determining animal welfare standards. Analysis indicates that experts in animal welfare constitute different types of citizen and consumer publics around specific types of animal use, framed by different theories of value. These results suggest a need for greater clarity about the roles and responsibilities of experts and publics in animal welfare reform processes. Clearly citizens and consumers can both contribute to promoting higher welfare standards, but an over-reliance on market mechanisms and consumer behaviour to assign value is beset by moral hazards, foremost being the risk of disarticulating the concept of animal welfare from the public good. (shrink)

Human-animal emotional relationships have a complicated interplay with public perceptions of the morality of animal use. Humans may build emotional relationships with companion species. These species are not usually intensively farmed in the United Kingdom, but they may be utilized during animal experimentation. From a relational ethical standpoint, the public may therefore perceive animal experimentation as being less acceptable than intensive farming. This study aimed to determine whether human-animal emotional relationships affect public attitudes regarding use of animals in intensive farming (...) and research. Responding to an online questionnaire, British citizens rated their agreement with 20 statements relating to their acceptance of intensive farming and animal experimentation, scientific research involving a given species, killing free-living animals, and consuming animals existing within companion and farming contexts. Positive correlations were found between public acceptance of intensive farming and animal experimentation, such that acceptance of animal experimentation corresponded with acceptance of intensive farming practices. This finding disproved our theory that the British public may perceive animal experimentation as less acceptable than intensive farming due to the use of companion species in scientific research. Public acceptance of animal experimentation also did not significantly differ between that involving companion or noncompanion species. However, respondents were more accepting of the consumption of a typical farmed animal raised for meat purposes than consuming an animal if it had been raised in a companion context or consuming a typical companion species raised in either a farmed or companion context. These findings illustrate that the human-animal relationship can influence public perceptions of the morality of animal use. (shrink)

Public’s concern about poor animal welfare provided by intensive farming systems has increased over the last decades. This study reviewed the interest of the scientific research on the pain issue in pig production to assess if the societal instances may be a driving force for the research activity. A literature search protocol was set up to identify the peer-reviewed papers published between 1970 and 2017 that covered the topic of ‘pain in pigs’ using Scopus®, database of Elsevier©. One hundred and (...) thirty papers were selected and they were mainly focused on the practice of castration followed by tail docking. The scientific community first focused on these painful practices as a way to improve production efficiency and quality issues while more recently, due to the increased pressure by the public opinion, turned its interest towards the search of alternative solutions. A text mining analysis on the abstract of the selected papers clearly indicated the effort of the research to explore solutions to alleviate pain. Evocative words of this target were the selected terms ‘pharmacological analgesic’ and ‘anaesthetic treatments’. The text mining highlighted vocalizations as the main pain indicators in pigs as this term was frequently associated to ‘acute stress’. Ethical issues were a minor research topic in the scientific literature on pig breeding but in the short run, they are supposed to become a major subject to justify the acceptance of the modern production systems at the eyes of the consumers. (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)

Animal welfare involves societal and human values, ethical concerns and moral considerations since it incorporates the belief of what is right or what is wrong in animal treatment and care. This paper aims to ascertain whether the different dimensions of individual attitudes toward animal welfare in food choices may be characterized by general human values, as identified by Schwartz. For this purpose, an EU-wide survey was carried out, covering almost 2500 nationally representative individuals from five European countries. Compared with the (...) previous literature this study shows a twofold novelty: it develops a general framework to link individual enduring beliefs and attitudes toward animal welfare attributes in food choices; the framework is analyzed within a broad-based cross-country study. Our empirical results prove that human values related to self-transcendence are strongly associated to overall animal welfare attitudes and especially to those explicitly related to food choices, while values related to the spheres of self-enhancement and conservatism are significantly associated to less sensitive attitudes to animal welfare. Moreover, our results appear to indicate that a determinant of animal welfarism in food choices is potentially associated to individual concerns regarding food safety issues. (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)

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)

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)