Research objectives The issue of how animals are reared and slaughtered has become increasingly significant in the public sphere, which has led the meat industry actors to change their processes and communicate more about this issue. However, is the increasing awareness of animal welfare really associated with a change in consumers’ food habits? This article seeks to investigate the effects of animal welfare concern (AWC) upon meat consumption. • Methodology A quantitative survey was conducted in June 2015. Because communication about animal welfare intensified in 2016 partly as a result of the campaigns led by the L214 nonprofit organization, the survey was repeated in June 2017 in order to assess the potential effect of this changing context. • Results The effect of AWC is indirect: AWC helps decrease meat consumption by raising the awareness of risks related to health, the environment, and the violation of ethical standards. The phenomenon tends to get stronger between 2015 and 2017. • Managerial/societal implications This article contributes to modeling and quantifying the impact of a growing societal concern about eating habits. Furthermore, the results confirm that meat industry professionals should publicize the positive evolution of their practices and take increasingly into account the ethical risks associated with meat consumption. • Originality By comparing two periods, this article shows that the awareness of ethical risks has an increasing effect on meat consumption. • Keywords: animal welfare; eating habits; ethical risk; environmental concern; heath concern.
|Numéro||Décisions marketing - N°103|
|Date de parution||2021|
|Nombre de pages||160 pages|
|Format||180 x 260 mm|