Graduate School of Agriculture, Kyoto University, Kitashirakawa-oiwake-cho, Sakyo-ku, Kyoto 606 8502, Kyoto, Japan.
Faculty of Agriculture, Kyushu University, Hakozaki 6-10-1, Higashi-ku, Fukuoka 812 8581, Fukuoka, Japan.
Meat Sci. 2018 Dec;146:75-86. doi: 10.1016/j.meatsci.2018.07.030. Epub 2018 Jul 24.
Animal welfare and environmental impacts have been emphasized in the sustainable production of livestock. Labels are useful tools for clearly providing such attribute information to consumers. The aim of this study was to evaluate how human values influence consumer segments for beef with information on animal welfare and environmentally friendly production. Using a choice experiment, we examined whether animal welfare and environmentally friendly labels, country of origin and price impact consumer choice. As results, five heterogeneous consumer classes were identified using a latent class model: label conscious, domestic beef preferring, price conscious, animal welfare preferring and not interested in production method. Almost 90% of consumers were interested in and willing to pay for beef with animal welfare or environmentally friendly label. The classes with significant preferences for such labeled beef were affected by "openness to change", "self-enhancement" and "security". Improving consumer attitudes and strengthening consumer perception towards labeled beef by marketers and policy makers will be required.
动物福利和环境影响在畜牧业的可持续生产中受到重视。标签是向消费者清晰提供此类属性信息的有用工具。本研究旨在评估人类价值观如何影响具有动物福利和环保生产信息的牛肉消费者细分市场。本研究采用选择实验，检验了动物福利和环保标签、原产国和价格是否会影响消费者的选择。结果使用潜在类别模型确定了五个异质消费者群体：标签意识、国内牛肉偏好、价格意识、动物福利偏好和不关注生产方法。近 90%的消费者对带有动物福利或环保标签的牛肉感兴趣并愿意为此支付更高的价格。对这类有标签牛肉有显著偏好的群体受到“开放程度”、“自我提升”和“安全”的影响。营销人员和政策制定者需要改善消费者对标签牛肉的态度，并加强他们对标签牛肉的认知。
