Understanding how consumers respond to animal welfare labelling helps design more effective communication strategies that translate concern for animals into purchasing behaviour.
Effective communication of animal welfare information to consumers requires understanding psychological barriers to behaviour change. Cognitive dissonance, moral disengagement and the 'meat paradox' all reduce the translation of welfare concern into purchasing action. Evidence-based communication strategies that make welfare choices easy, credible and positive can help close the intention-behaviour gap and deliver real welfare improvements at scale.