Consumer concern for animal welfare is currently not fully reflected in the market share of welfare-enhanced meat. A possible solution is developing marketing strategies that emphasize personally relevant benefits such as taste and curiosity, instead of having a sole focus on sustainability-related benefits, …

Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal‐friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal‐friendly product …

Presented at 7th International Conference on the Assessment of Animal Welfare at farm group level