Welfare Science

Pig Welfare and Consumer Attitudes

Consumer attitudes toward pig welfare are complex and often inconsistent between stated values and purchasing behavior.

Key Facts

Studies consistently show consumers express concern about pig welfare but often do not pay a premium
The attitude-behavior gap is largest for lower-income consumers facing price constraints
Information about specific welfare conditions changes attitudes more than general appeals
Empathy-evoking content increases willingness to pay for welfare-certified products
Structural interventions including welfare labeling reduce the decision burden on individual consumers

Welfare Considerations

The gap between consumer concern and consumer behavior is the central challenge of market-based welfare improvement. Understanding the psychological and structural barriers to welfare-consistent purchasing guides more effective communication and policy approaches.

What You Can Do

Support welfare labeling initiatives that reduce decision burden for consumers
Engage with consumer research informing effective welfare behavior change
Advocate for default higher welfare options in institutional catering