Bradford Hollie, McKernan Claire, Elliott Chris, Dean Moira
Institute for Global Food Security, School of Biological Sciences, Queen's University Belfast, 19 Chlorine Gardens, Belfast, BT9 5DL, United Kingdom.
Appetite. 2022 Apr 1;171:105900. doi: 10.1016/j.appet.2021.105900. Epub 2021 Dec 27.
As a recent addition to the UK market, it is unknown how 'raised without antibiotics' labelled products are perceived or how they influence consumer food choice. Understanding consumers' perceptions towards the 'raised without antibiotics' label can determine knowledge of the label and what drives them to purchase products raised without antibiotics. Subsequently, using an online questionnaire with 1000 participants aged 18-92 years old, this study explored UK consumers' perceptions and willingness to buy 'raised without antibiotics' labelled pork, and examined their knowledge of antimicrobial use and antimicrobial resistance (AMR). Cross-sectional data were collected investigating consumer perceptions and willingness to purchase 'raised without antibiotics' labelled pork and hierarchical multiple regression analyses were conducted. Respondents had high levels of knowledge towards EU regulations however, their awareness of AMR was limited. Behavioural beliefs concerning animal welfare and product quality were the main predictors of consumers' willingness to buy 'raised without antibiotics' labelled pork, followed by pork purchasing habits based on animal welfare qualities. Additionally, consumers who were more concerned that AMR would personally affect them, as well as those who favoured antimicrobial use for the preservation of animal welfare were willing to buy this product. Perceptions towards animal antimicrobial use acceptance, beliefs that 'raised without antibiotics' labelled pork is expensive, and a lack of consideration for extrinsic qualities when purchasing pork i.e., appearance, had a negative influence on willingness to buy. Moderate perceptions towards 'raised without antibiotics' labelled pork, lack of knowledge of agricultural antimicrobial use, and the subsequent confusion surrounding this label suggests that it is necessary to explore other labelling options to provide consumers with the information they desire while also safeguarding animal welfare.
作为英国市场上的新成员，“无抗生素养殖”标签产品的认知度如何，以及它们如何影响消费者的食品选择尚不清楚。了解消费者对“无抗生素养殖”标签的看法，可以确定他们对该标签的了解程度以及促使他们购买无抗生素养殖产品的因素。随后，本研究通过对1000名年龄在18 - 92岁之间的参与者进行在线问卷调查，探讨了英国消费者对“无抗生素养殖”标签猪肉的看法和购买意愿，并考察了他们对抗菌药物使用和抗菌药物耐药性（AMR）的了解。收集了横断面数据，调查消费者对“无抗生素养殖”标签猪肉的看法和购买意愿，并进行了分层多元回归分析。受访者对欧盟法规有较高的了解程度，然而，他们对抗菌药物耐药性的认识有限。关于动物福利和产品质量的行为信念是消费者购买“无抗生素养殖”标签猪肉意愿的主要预测因素，其次是基于动物福利品质的猪肉购买习惯。此外，更担心抗菌药物耐药性会对自己产生个人影响的消费者，以及那些赞成使用抗菌药物来保护动物福利的消费者愿意购买这种产品。对动物抗菌药物使用接受度的看法、认为“无抗生素养殖”标签猪肉价格昂贵，以及在购买猪肉时不考虑外在品质（如外观），对购买意愿有负面影响。对“无抗生素养殖”标签猪肉的看法适中、对农业抗菌药物使用缺乏了解，以及围绕该标签产生的困惑表明，有必要探索其他标签选项，以便在保障动物福利的同时，为消费者提供他们想要的信息。
