Department of Agricultural Economics, Ghent University, Coupure Links 653, B-9000 Ghent, Belgium.
Poult Sci. 2009 Dec;88(12):2702-11. doi: 10.3382/ps.2009-00259.
A substantial number of studies has already investigated differences within the consumer market with regard to attitudes and perceptions in relation to farm animal welfare. Likewise, several studies focused on the gap that exists between positive attitudes and reported consumption or purchase intentions for sustainable food products in general and higher welfare products more specific, and on the factors influencing this attitude-behavior gap. Little or no studies, however, have started from reported pro-welfare behavior to distinguish between consumer groups and to explore the motivations of the respective behavior. With this study, we aim to group consumers according to their reported buying frequency of higher welfare eggs and higher welfare chicken meat. Similarities and dissimilarities between these groups are mapped in terms of individual characteristics, product attribute importance, perceived consumer effectiveness, perception of higher welfare products, and attitude toward a welfare label. The research methodology applied was a quantitative study with cross-sectional consumer survey data collected in Flanders in spring 2007 (n = 469). Pro-welfare behavior was unevenly distributed across different consumer segments, despite a general interest and concern for bird welfare. A consistent choice for standard (no welfare premium) poultry products was related to strong perceived price and availability barriers, to a low importance attached to ethical issues as product attributes, and to a low perceived consumer effectiveness. A consistent choice for products with higher welfare standards to the contrast associated with a high importance attached to ethical issues; a low effect of price and availability perception; a strong association of higher welfare products with product attributes like health, taste, and quality; and a high perceived consumer effectiveness. The identification of market segments with common characteristics is essential for positioning higher welfare products and developing effective communication strategies. Finally, a welfare label emerged as an appropriate communication vehicle for consumers who engage in pro-welfare behavior and who experienced the label as a solution to lower the search costs for higher welfare products.
大量的研究已经调查了消费者市场在与农场动物福利相关的态度和认知方面的差异。同样，也有一些研究关注积极的态度与可持续食品产品（一般而言）和更高福利产品（更具体而言）的报告消费或购买意图之间存在的差距，以及影响这种态度-行为差距的因素。然而，几乎没有研究从报告的亲福利行为出发，来区分消费者群体并探索各自行为的动机。本研究旨在根据报告的购买更高福利鸡蛋和更高福利鸡肉的频率对消费者进行分组。这些群体在个人特征、产品属性重要性、感知消费者效力、对更高福利产品的感知以及对福利标签的态度方面存在相似之处和不同之处。应用的研究方法是 2007 年春季在佛兰德进行的横断面消费者调查数据的定量研究（n = 469）。尽管对鸟类福利普遍感兴趣和关注，但亲福利行为在不同的消费者群体中分布不均。对标准（无福利溢价）家禽产品的一致选择与强烈的感知价格和可用性障碍有关，对产品属性的伦理问题的重视程度较低，以及感知消费者效力较低。对具有更高福利标准的产品的一致选择与相反的选择相关，即对伦理问题的重视程度较高；价格和可用性感知的影响较小；将更高福利产品与健康、口味和质量等产品属性强烈关联；感知消费者效力较高。识别具有共同特征的市场细分对于定位更高福利产品和制定有效的沟通策略至关重要。最后，福利标签作为一种适合沟通的工具，适用于从事亲福利行为的消费者，并且消费者认为该标签是降低寻找更高福利产品的搜索成本的一种解决方案。
