ATTITUDES TOWARD FARM ANIMALS WELFARE AND CONSUMERS BUYING INTENTIONS - CASE OF SERBIA
DOI:
https://doi.org/10.5937/ekoPolj1501053VKeywords:
animal welfare, consumers, market segmentation, food, Serbia.Abstract
The aim of this study is to examine consumers perception of the products considering animal welfare and to establish the factors which affect consumers willingness to pay the premium price for the animal-friendly products. In addition, four consumers profiles according to their attitudes towards farm animals welfare are distinguished and their features are elaborated. The research has been undertaken in Belgrade, comprising 198 participants. The face-to-face interview technique has been adopted, while for the analysis of the results regression and cluster analyses have been performed. The findings suggest that food sector stakeholders should put more efforts in providing information and education to the consumers regarding the importance of animal welfare and that there is a significant market potential for the introduction of the label for animal-friendly products. The implications for policy makers are proposed and discussed too.
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References
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27.Toma, L., McVittie, A., Hubbard, C., Stott, A. (2011): A Structural Equation Model of the Factors Influencing British Consumers Behaviour toward Animal Welfare, Journal of Food Products Marketing. Vol. 17, Issue 2/3, pp. 261-278.
28.Toma, L., Stott, A.W., Revoredo Giha, C., Kupiec Teahan, B. (2012): Consumers and animal welfare. A comparison between European Union countries, Appetite, Vol. 58, No. 2, pp. 597–607.
29.Vecchio, R., Annunziata, A. (2012): Italian consumer awareness of layer hens welfare standards: a cluster analysis, International Journal of Consumer Studies, Vol. 36, No. 6, pp. 647–655.
30.Zakić, Z., Stojanović, Ž. (2008): Ekonomika agrara, Ekonomski fakultet Beograd.
2. Boogaarda, B. K., Oostinga, S. J., Bockb, B. B. (2006): Elements of societal perception of farm animal welfare: A quantitative study in The Netherlands, Livestock Science, Vol. 104, No. 1-2, pp. 13–22.
3. European Commission (2009): Feasibility study on animal welfare labeling and establishing a Community Reference Centre for Animal Protection and Welfare, DG SANCO, Brussels.
4. European Commission (2012): Communication from the Commission to the European Parliament, the Council and the European Economic and Social Committee on the European Union Strategy for the Protection and Welfare of Animals 2012-2015, Brussels.
5. Filipovic, J., Stojanovic, Z. (2013): Consumer Perception and Use of Products with Health Claims in Western Balkan Countries, In: (eds. Smutka, L.,Zagata, L.) Agrarian perspectives XXII - Development trends in agribusiness, Prague, Sept 2013., Faculty of Economics and Management, Czech University of Life Sciences, Prague, pp. 199-211.
6. Grimsrud, K.M., Nielsen, H.M., Navrud, S., Olesen, I. (2013): Households willingnessto-pay for improved fsh welfare in breeding programs for farmed Atlantic salmon, Aquaculture, Vol. 372–375, pp. 19-27.
7. Harper, G., Henson, S. (2001): Consumer Concerns about Animal Welfare and the Impact on Food Choice, EU FAIR Final Report, no. CT98-3678, Reading, UK.
8. Ingenbleek, P., Harvey, D., Ilieski, V., Immink, V. M., De Roest, K., Schmid, O. (2013): The European market for animal-friendly products in a societal context, Animals, Vol. 3, No. 3, pp. 808-829.
9. Kehlbacher, A., Bennett, R., Balcombe, K. (2012): Measuring the consumer benefts of improving farm animal welfare to inform welfare labelling, Food Policy, Vol. 37, No. 6, pp. 627-633.
10.Krystallis, A., Grunert, K., Barcellos, M., Perrea, T., Verbeke, W. (2012): Consumer attitudes towards sustainability aspects of food production: Insights from three continents, Journal of Marketing Management, Vol. 28, No. 3–4, pp. 334–372.
11. Lagerkvist, C. J., Hess, S. (2011): A meta-analysis of consumer willingness to pay for farm animal welfare, European Review of Agricultural Economics, Vol. 38, No. 1, pp. 55-78.
12.Matsuoka, A., Sorenson, J. (2013): Human Consequences of Animal Exploitation: Needs for Redefning Social Welfare, Journal of Sociology & Social Welfare, Vol. XL, No. 4, pp. 7-32.
13.Napolitano, F., Pacelli, C., Girolami, A., Braghieri, A. (2008): Effect of information about animal welfare on consumer willingness to pay for yogurt, Journal of dairy science, Vol. 91, No. 3, pp. 910-917.
14.Nocella, G., Hubbard, L., Scarpa, R. (2010): Farm Animal Welfare, Consumer Willingness to Pay, and Trust: Results of a Cross-National Survey, Applied Economic Perspectives and Policy, Vol. 32, No. 2, pp. 275–297.
15.Pelsmacker, P. D., Janssens, W., Sterckx, E., Mielants, C. (2006): Fair-trade beliefs, attitudes and buying behaviour of Belgian consumers, International Journal of Non-proft and Volunary Sector Marketing, Vol. 11, No. 2, pp. 125–138.
16.Redmond, E., Griffth, C. (2003): A comparison and evaluation of research methods used in consumer food safety studies, International Journal of Consumer Studies, Vol. 27, No. 1, pp.17–33
17.Schröder, M. J., McEachern, M. G. (2004): Consumer value conflicts surrounding ethical food purchase decisions: a focus on animal welfare, International Journal of Consumer Studies, Vol. 28, No. 2, pp. 168-177.
18. Shih-Jui, T., Jenner, C. T., Meng-Chu, L. (2015): Life course, diet-related identity and consumer choice of organic food in Taiwan, British Food Journal, Vol. 117, No. 2, pp. 688-704.
19.Steptoe, A., Pollard, T. M., Wardle, J. (1995): Development of a Measure of the Motives Underlying the Selection of Food: the Food Choice Questionnaire, Appetite, Vol. 25, pp. 267-284.
20.Stojanović, Ž., Gligorijević, M., Ognjanov, G., Veljković, S., Mitić, S., Filipović, J., Ilić, J., Burazerović, J., Burazerović, E. (2014a): Stavovi potrošača u Srbiji o dobrobiti životinja: Istraživanje stavova potrošača u Srbiji o uticaju standarda dobrobiti farmskih životinja na kvalitet i bezbednost hrane, Organizacija za poštovanje i brigu o životinjama – ORCA, Beograd.
21.Stojanović, Ž.,Veljković, S., Ognjanov, G. (2014b): Znanje i percepcija potrošača u Srbiji o dobrobiti farmskih životinja – primer primene evropskih politika, In: (ed. Cerović, B.) Uloga države u novom modelu rasta privrede Srbije, Centar za izdavačku delatnost, Ekonomski fakultet, Beograd, pp. 157-173.
22.Stojanović, Ž., Gligorijević, M., Ognjanov, G., Veljković, S., Mitić, S., Filipović, J. (2014c): Consumer attitudes toward farm animal welfare standards and their influence on food quality and safety, survey research, internal documentation (questionnaires), Faculty of Economics, Belgrade.
23.Taylor, N., Signal, T. D. (2009): Willingness to pay: Australian consumers and "on the farm" welfare, Journal of Applied Animal Welfare Science, Vol. 12, No. 4, pp. 345-359.
24.The Food Safety Low, Offcial Gazette of the Republic of Serbia, no. 41/2009.
25.The Law on Animal Welfare, Offcial Gazette of the Republic of Serbia, no. 41/2009.
26.Theuvsen, L., Essmann, S., Brand-Saßen, H. (2006): Does more animal welfare in Turkey husbandry pay off? Empirical evidence from Germany, Unternehmen im Agrarbereich vor neuen Herausforderungen: 45. Jahrestagung der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues, pp. 339-348.
27.Toma, L., McVittie, A., Hubbard, C., Stott, A. (2011): A Structural Equation Model of the Factors Influencing British Consumers Behaviour toward Animal Welfare, Journal of Food Products Marketing. Vol. 17, Issue 2/3, pp. 261-278.
28.Toma, L., Stott, A.W., Revoredo Giha, C., Kupiec Teahan, B. (2012): Consumers and animal welfare. A comparison between European Union countries, Appetite, Vol. 58, No. 2, pp. 597–607.
29.Vecchio, R., Annunziata, A. (2012): Italian consumer awareness of layer hens welfare standards: a cluster analysis, International Journal of Consumer Studies, Vol. 36, No. 6, pp. 647–655.
30.Zakić, Z., Stojanović, Ž. (2008): Ekonomika agrara, Ekonomski fakultet Beograd.
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Published
2015-01-31
How to Cite
Veljković, S., Stojanović, Žaklina, & Filipović, J. (2015). ATTITUDES TOWARD FARM ANIMALS WELFARE AND CONSUMERS BUYING INTENTIONS - CASE OF SERBIA. Ekonomika Poljoprivrede, 62(1), 53–71. https://doi.org/10.5937/ekoPolj1501053V
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