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Article

To Purchase or Not to Purchase? Drivers of Consumers’ Preferences for Animal Welfare in Their Meat Choice

Institute for Food and Resource Economics, University of Bonn, Nußallee 21, 53115 Bonn, Germany
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Academic Editors: Oliver Meixner, Petra Riefler, Karin Schanes and Marian Rizov
Sustainability 2021, 13(16), 9100; https://doi.org/10.3390/su13169100
Received: 7 July 2021 / Revised: 4 August 2021 / Accepted: 10 August 2021 / Published: 13 August 2021
(This article belongs to the Special Issue Sustainable Consumer Behavior and Food Marketing)
This study investigates the relevance of psychological constructs in determining consumer intention to buy and Willingness-To-Pay (WTP) for a processed meat product, cured ham, differentiated by the attributes of animal welfare, ham variety, and price. Data obtained from an online survey conducted in Germany was used to estimate an integrated choice and latent variable (ICLV) model, which is based on an extension of the Theory of Planned Behavior (TPB) framework. There are two consumer segments that are identified: one that is highly price sensitive in its product choice and one that gives roughly equal weight to the animal welfare, ham variety, and price attributes. The ICLV model shows consistency across the two groups regarding the importance of psychological constructs—moral norms, attitude, and perceived behavioral control—in explaining respondent intentions to buy cured ham and their stated product choice. Subjective norms, however, are only a significant determinant of consumer intention to buy cured ham for the price sensitive consumer group. View Full-Text
Keywords: animal welfare; cured ham; discrete choice experiment; latent construct model animal welfare; cured ham; discrete choice experiment; latent construct model
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MDPI and ACS Style

Yeh, C.-H.; Hartmann, M. To Purchase or Not to Purchase? Drivers of Consumers’ Preferences for Animal Welfare in Their Meat Choice. Sustainability 2021, 13, 9100. https://doi.org/10.3390/su13169100

AMA Style

Yeh C-H, Hartmann M. To Purchase or Not to Purchase? Drivers of Consumers’ Preferences for Animal Welfare in Their Meat Choice. Sustainability. 2021; 13(16):9100. https://doi.org/10.3390/su13169100

Chicago/Turabian Style

Yeh, Ching-Hua, and Monika Hartmann. 2021. "To Purchase or Not to Purchase? Drivers of Consumers’ Preferences for Animal Welfare in Their Meat Choice" Sustainability 13, no. 16: 9100. https://doi.org/10.3390/su13169100

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