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Research Nutshell

Consumer Perceptions of Farmed Animal Welfare

Several studies of U. S. consumer attitudes toward the idea of "humanely raised" meat show how people are learning about and reacting to issues of cruelty to farmed animals.

Study Summary

This brief report summarizes surveys and studies that address consumer attitudes toward farmed animal welfare, focusing specifically on the "humanely raised" label. It finds three major themes regarding consumers: a majority of U. S. consumers care about farm animal welfare; they support regulating the welfare of farmed animals; and they will pay more for meat products labeled "humanely raised." The report finds two key themes regarding labeling: the "humanely raised" label has weight with consumers while some other labels, such as "natural," are confusing to consumers.

Policy Implications

Due in part to increased media attention (some related to undercover investigations of abuse), there is an increasing focus among consumers regarding how their food choices impact the planet and nonhuman animals. Although some U.S. consumers show concern for farmed animals, they continue to eat them in staggering quantities – approximately 10 billion animals are killed each year, not counting fish and shellfish. While many animal advocates and organizations encourage vegetarianism and veganism, others seek to reduce the cruelty inherent in raising and slaughtering animals for food.

The rising popularity of "humane" labeling programs reflects the desire for consumers to continue eating meat while reducing the amount of suffering involved. The data included in the Animal Welfare Institute summary show that nearly 60 percent of U. S. consumers would pay more for products labeled "humane."

Although labeling programs are not always consistent in their standards or application, they indicate a shift in consumer attitudes that has been largely absent since the rise of industrial animal agriculture. Society is beginning to question and in some cases regulate factory farming and develop alternative systems that omit the cruelest forms of confinement and abuse. These are positive steps, of course, but as a society we remain a long way from ending the use and abuse of animals for food until we find a new option (such as in vitro meat).

- Che Green, Humane Research Council

Read the study at www.humanespot.org/content/consumer-perceptions-farm-animal-welfare

Published by admin on 05/27/2012 11:26:38

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