Welfare Science

Pig Welfare and Consumer Psychology

Understanding consumer psychology around pig welfare enables more effective communication and behaviour change strategies.

Key Facts

Most consumers report concern for pig welfare but fewer translate this into purchasing behaviour
Price sensitivity creates barriers to higher-welfare purchasing across income groups
Positive labelling focusing on animal benefits outperforms negative campaign imagery
Social norms - what peers choose - significantly influence welfare purchasing decisions
Young consumers show stronger welfare purchasing intent and are a key demographic for change

Welfare Considerations

Consumer psychology research reveals that good intentions do not automatically translate to welfare-positive purchasing. Understanding the barriers - price, information, habit, and social norms - enables more effective behaviour change approaches. Positive campaigns that make higher-welfare choices feel achievable and normal outperform campaigns that induce guilt or disgust. Effective welfare communication must meet consumers where they are psychologically.

What You Can Do

Share welfare information positively, focusing on what higher-welfare purchasing achieves
Support research on consumer welfare behaviour and effective communication
Engage with others around food choices in ways that inform rather than shame