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Sustainability 2016, 8(12), 1302; doi:10.3390/su8121302

Market Opportunities for Animal-Friendly Milk in Different Consumer Segments

1
Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium
2
Social Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), 9820 Merelbeke, Belgium
3
Animal Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), 9090 Melle-Gontrode, Belgium
4
Department of Applied Biosciences, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium
*
Author to whom correspondence should be addressed.
Academic Editor: Gerrit Antonides
Received: 29 September 2016 / Revised: 7 December 2016 / Accepted: 7 December 2016 / Published: 11 December 2016
(This article belongs to the Special Issue Sustainable Consumer Behavior)
View Full-Text   |   Download PDF [500 KB, uploaded 13 December 2016]   |  

Abstract

Consumers have increasing, but highly variable, interest in sustainability attributes of food, including ethical aspects, such as animal welfare. We explored market opportunities for animal-friendly cow’s milk based on segmentation (cluster) analysis. Flemish survey participants (n = 787) were clustered (n = 6) based on their intention to purchase (IP) animal-friendly milk, and their evaluation of cows’ welfare state (EV). Three market opportunity segments were derived from clusters and labelled as “high”, “moderate” and “limited”. Only 8% of the participants belong to the “high market opportunities” segment, characterized by a high IP and a low EV. The “limited” segment (44%) indicated a neutral to low IP and a positive EV. The “moderate” segment (48%) had a moderately positive IP and positive/negative EV. Reported willingness to pay, interest in information about the state of animal welfare and importance of the product attribute “animal welfare” differed among segments and were strongly related to IP. Most promising selling propositions about animal-friendly milk were related to pasture access. The high degree of differentiation within the Flemish milk market reveals market opportunities for animal-friendly milk, but for an effective market share increase supply of animal-friendly products needs to get more aligned with the heterogeneous demand. View Full-Text
Keywords: animal welfare; consumers; dairy cattle; ethical consumption; market segmentation; milk; survey animal welfare; consumers; dairy cattle; ethical consumption; market segmentation; milk; survey
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

de Graaf, S.; Vanhonacker, F.; Van Loo, E.J.; Bijttebier, J.; Lauwers, L.; Tuyttens, F.A.M.; Verbeke, W. Market Opportunities for Animal-Friendly Milk in Different Consumer Segments. Sustainability 2016, 8, 1302.

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