Applying the Behavioural Change Wheel to Encourage Higher Welfare Food Choices
Faculty of Veterinary Science, University of Sydney, Sydney, NSW 2006, Australia
Ministry for Primary Industries, PO Box 2526, Wellington 6140, New Zealand
Charles Perkins Centre and School of Life and Environmental Sciences, University of Sydney, Sydney, NSW 2006, Australia
Author to whom correspondence should be addressed.
Received: 29 May 2019 / Revised: 22 July 2019 / Accepted: 29 July 2019 / Published: 2 August 2019
Public concern for animal welfare in food production continues to grow. However, its growth does not correspond with the increase in demand for higher welfare products, giving rise to an outcome known as the attitude–behaviour gap. Addressing this attitude–behaviour gap and supporting consumers to make higher animal welfare choices in the supermarket can play important roles in improving the lives of farm animals. Despite increasing awareness in this area, solutions aimed at minimizing this gap often focus on knowledge transfer and have not yet had a significant impact. The aim of this article is to review current knowledge around the attitude-behaviour gap, and situate it within the context of the behaviour change wheel; exploring the capabilities, opportunities, and motivations driving, as well as the barriers preventing consumers from making higher welfare food choices. Using this framework, the review aims to broadly identify how consumers can be encouraged to change their behaviour and buy higher welfare products.