Consumer demands and animal welfare: What do consumers really want?
22 June 2018
Australians consume more meat per head of population than any other country in the OECD and are increasingly interested in where their food comes and how animals have been cared for.
Why and how consumers respond to a range of animal welfare marketing claims will be presented at the BetterBeef conference in Bendigo on 26 June.
Centre for Global Food and Resources Foundation Executive Director and Adelaide University's Professor Wendy Umberger will be presenting at the conference and will discuss the results of recent research into attitudes of consumers towards the welfare of farm animals and how this affects their purchasing behaviour.
"We are seeing an increasing number of credence-related marketing claims used on meat products sold at retail outlets. Some of these may be perceived to address consumers' concerns related to farm animal welfare.
"These include, for example; organic, free range, antibiotic-free, no added hormones, pasture raised, grass-finished, grain-finished, humanely raised and RSPCA Approved," she said.
The question is, do consumers really value this information and does it affect their purchasing decisions?
Two comprehensive Australian consumer meat studies were conducted in 2015 and 2017, to better understand what is driving consumers' changing demand for meat and the importance of animal welfare versus other attributes when marketing beef.
A national sample of consumers completed an online survey which measured; purchasing and consumption behaviour for beef and other meats, attitudes and concerns regarding farm animal welfare and beef (and other meat) production practices, knowledge/awareness of current practices, and perceptions of marketing claims.
Professor Umberger said little is known about which of these claims, if any, Australian consumers value when purchasing meat. Furthermore, why do consumers value certain claims?"
Register to hear Professor Umberger's presentation and view full program details and registration for the BetterBeef (26 June) and BestWool/Bestlamb (27 June) conferences.
Search for event details on Twitter using hashtags #bwbl18 and #bbeef18
For inquiries or if you are unable to book and pay online, please contact Cathy Mulligan for a registration form on (03) 5258 0229 or email firstname.lastname@example.org.
Categorised under: Agriculture