Pig Welfare Certification Consumer Communication

Communicating pig welfare certification to consumers is challenging. Effective communication drives purchasing behavior change that supports higher welfare production.

Key Facts

Consumer surveys consistently show high stated support for pig welfare but low purchasing of higher welfare pork
The knowing-doing gap between welfare concern and purchasing behavior is significant and well-documented
Simple welfare label recognition including RSPCA Assured is low among mainstream shoppers
In-store marketing and packaging that communicates welfare outcomes increases higher welfare purchasing
Price point is a genuine barrier but welfare information overcomes it for a significant proportion of consumers

Welfare Considerations

The knowing-doing gap in pig welfare purchasing represents a communication and accessibility challenge rather than genuine consumer indifference. When welfare information is presented effectively at point of purchase - clear labels, welfare outcome communication, and accessible price points - a significant proportion of consumers choose higher welfare. Closing this gap is a key welfare advocacy opportunity.

What You Can Do

Choose higher welfare certified pork when available in your regular shopping
Share welfare certification information with friends and family to reduce the awareness gap
Advocate for clear and accessible welfare labelling at retail point of purchase
Support campaigns that improve higher welfare pork visibility and accessibility in mainstream retail