Farm Animals

Pig Welfare and Consumer Attitudes: Bridging the Gap

Research into consumer attitudes toward pig welfare reveals a consistent intention-action gap, with most consumers expressing concern but few translating this into purchasing behaviour.

Key Facts

Survey data shows 70-80% of consumers express concern about pig welfare
But fewer than 10% consistently purchase higher-welfare pork products
Price, availability, and habit are the primary barriers to welfare-aligned purchasing
Positive framing and reduced cognitive load in labelling increase welfare product uptake

Welfare Considerations

The gap between consumer values and behaviour is a fundamental challenge for animal welfare advocates. Understanding the psychological, social, and economic drivers of this gap enables more effective communication and intervention design.

What You Can Do

Choose higher-welfare pork products when available, treating it as a priority purchase
Share information about pig welfare with friends and family using positive, accessible framing
Advocate for improved welfare labelling at point of sale to reduce consumer decision friction