Welfare Science

Farmed Pig Consumer Attitudes

Understanding consumer attitudes to pig welfare helps design effective communication and market strategies for welfare improvement.

Key Facts

Most consumers say animal welfare matters when asked
Few translate concern into purchasing behaviour
Price sensitivity is the primary barrier to welfare-positive purchasing
Positive framing is more effective than negative imagery
Younger consumers show higher welfare purchasing intention

Welfare Considerations

The gap between stated consumer concern and actual purchasing behaviour is a major challenge for welfare improvement through markets. Understanding and addressing barriers including price, information, and availability creates more effective strategies.

What You Can Do

Make one welfare-positive switch in food purchasing and maintain it
Support campaigns reducing price premium for higher welfare products
Advocate for improved welfare information at point of sale