Consumer behavior research reveals gaps between stated welfare concern and actual purchasing decisions — understanding this gap is essential for welfare advocacy and policy.
Consumer behavior research reveals that the relationship between animal welfare concern and welfare-conscious purchasing is weaker than survey data alone suggests. The attitude-behavior gap — where stated concern does not translate to consistent purchasing behavior — reflects multiple factors: price sensitivity, cognitive load, habit, social norms, and information gaps. This research has welfare policy implications: rather than relying solely on consumer education and moral suasion, effective welfare advocacy increasingly incorporates behavioral economics insights — making welfare-certified options the default, reducing price premiums through regulation, and simplifying welfare information at point of purchase. Understanding the gap is essential for closing it.