Jose Heerah, Jackson Elizabeth L, Duong Chien, Sung Billy
Faculty of Business and Law, Curtin University, Perth, Western Australia, Australia.
Faculty of Business and Law, Curtin University, Perth, Western Australia, Australia.
Appetite. 2025 Mar 1;207:107853. doi: 10.1016/j.appet.2025.107853. Epub 2025 Jan 9.
Climate change is an emerging global reality with widespread effects on ecosystems and human communities. However, its significant impact on livestock animals often goes underdiscussed as more focus is given to impact of livestock production on climate change. Implementing high-welfare systems, such as digital monitoring of animals, can help mitigate climate-related challenges by reducing temperature fluctuations and controlling disease spread. Despite the potential benefits, consumer acceptance of this digital innovation remains uncertain. This study examines consumer attitudes toward digitally monitored animal welfare practices, aiming to understand their acceptance and the values they associate with these practices. It investigates the role of digital technology in enhancing consumer decision-making by addressing animal welfare concerns. Using means-end chain theory and Schwartz's value typology, the research explores the motivational layers and product attributes tied to consumer values. Semi-structured interviews with twenty pork consumers revealed hierarchical relationships between product attributes, benefits, and values. Analysis through NVivo 14 and LadderUX software generated themes and a hierarchical value map. The findings indicate that consumers prioritise attributes such as animal diets, stress-free environments, humane processing practices, and health conditions, linking these to both ethical and hedonic values. Intrinsic attributes like product appearance and freshness are crucial for at-home consumption decisions, while sustainable packaging also plays a role. The study also found differences in consumer behaviour based on the consumption context, with ethical decision-making often shifting to restaurateurs when dining out. The research underscores the importance of transparency, ethical practices, and product quality in influencing consumer decisions, providing actionable insights for marketing strategies that promote ethical consumption and improve animal welfare standards.
气候变化是一个正在出现的全球现实，对生态系统和人类社区有着广泛影响。然而，它对牲畜的重大影响往往较少被讨论，因为更多的关注点放在了牲畜生产对气候变化的影响上。实施高福利系统，如对动物进行数字监测，可以通过减少温度波动和控制疾病传播来帮助应对与气候相关的挑战。尽管有这些潜在好处，但消费者对这种数字创新的接受程度仍不确定。本研究考察了消费者对数字监测动物福利做法的态度，旨在了解他们的接受程度以及他们与这些做法相关联的价值观。它通过解决动物福利问题来研究数字技术在增强消费者决策方面的作用。利用手段-目的链理论和施瓦茨的价值类型学，该研究探索了与消费者价值观相关的动机层次和产品属性。对20名猪肉消费者进行的半结构化访谈揭示了产品属性、益处和价值观之间的层次关系。通过NVivo 14和LadderUX软件进行的分析生成了主题和层次价值图。研究结果表明，消费者将动物饮食、无压力环境、人道加工做法和健康状况等属性列为优先考虑因素，并将这些与道德和享乐主义价值观联系起来。产品外观和新鲜度等内在属性对于家庭消费决策至关重要，可持续包装也发挥着作用。研究还发现，基于消费情境的消费者行为存在差异，外出就餐时道德决策往往转向餐馆经营者。该研究强调了透明度、道德做法和产品质量在影响消费者决策方面的重要性，为促进道德消费和提高动物福利标准的营销策略提供了可操作的见解。
