Abstract

The subject animal welfare is increasingly in the public discourse. Consumers and policymakers are increasingly demanding products that are produced under increased animal welfare standards. The profession of the farmer involuntarily gets into disrepute. Many consumers want fundamental changes in pig farming, but are not aware of the consequences of implementation. In this representative study, consumers (n = 1101) were asked about their assessment of 33 animal welfare measures with regard to their importance and the feasibility of implementing those measures. With the help of a four-field matrix, both the perceived importance and the feasibility of the animal welfare measures surveyed were brought together. The results show four possibilities: important and easy to implement, important and not feasible, not important and easy to implement as well as not important and not feasible. The results show that any outdoor access to pasture ranks first, followed by any outdoor access to straw bedding. The results can make a significant contribution to future communication with critical consumers concerning the implementation of higher animal welfare levels, as it becomes clearer how realistic consumers are about the feasibility of several animal welfare measures. Furthermore, the results could prove useful for the design of animal welfare programs and could help famers making targeted decisions concerning stable construction and management.