PhD defence

Making animal welfare matter: Positioning animal welfare as personally relevant

PhD candidate ms. L (Lenka) van Riemsdijk-Kopicarova MSc
Promotor JCM (Hans) van Trijp
Co-promotor dr. PTM (Paul) Ingenbleek
Co-promotor dr G van der Veen
Organisation Wageningen University, Marketing and Consumer Behaviour

Mon 2 December 2019 13:30 to 15:00

Venue Auditorium, building number 362
Generaal Foulkesweg 1
6703 BG Wageningen


Despite the positive consumer attitudes towards animal welfare, and an increasing supply of animal welfare enhanced meat, consumers still mainly opt for conventional meat instead of meat produced with higher animal welfare standards. This thesis argues that consumers may do so because they must trade off personally relevant benefits, such as low price or convenience, for animal welfare when buying animal welfare enhanced meat. It provides theoretical arguments, as well as empirical evidence that marketing strategies can be effective in encouraging consumers to switch to animal welfare enhanced meat if they position animal welfare as personally relevant and provide a guarantee for the claimed animal welfare. Specifically, strategies invoking positive feelings and provoking curiosity have been found effective to encourage consumers to buy free-range meat, although their effectiveness may be limited without the guarantee provided by a certified label and for consumers experiencing a conflict of interests when buying meat.