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Understanding consumer purchasing behaviour: a pathway to healthier, kinder food choices

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  • Title:
    Understanding consumer purchasing behaviour: a pathway to healthier, kinder food choices
  • Author: Cornish, Amelia Rose
  • Subjects: consumer choice ; consumer purchase intentions ; farm animal welfare ; food production ; welfare-friendly products
  • Description: A core challenge facing the world today is how to sustain the more than 2 billion people who are expected to join the world population by 2050, giving rise to a population reaching approximately 9.7 billion. Such intense population growth, combined with rising affluence and current increases in per capita consumption of animal-based products, are forcing the world to face the intersecting challenges of how to feed such a large population whilst controlling the impact of food production on the planet, people and animals. In response to the growing demand for foods of animal origin, much animal agriculture in Western countries, such as Australia, has moved away from the predominantly small scale and extensive operations that existed before the second agricultural revolution towards intensive systems characterised by confinement. Such intensification has led to many animal welfare concerns as well as environmental, social, and human health consequences. Public values and attitudes towards animals are changing and we are seeing an increase in concern for animal welfare in the food production process. A recent report commissioned by the Department of Agriculture and Water Resources into Australia’s changing sentiments for farm animal welfare found that 95% of respondents viewed farm animal welfare as a concern and 91% wanted at least some regulatory reform. Despite these trends, there remains a well-documented gap between consumers’ attitudes and actions at the supermarket, known as the attitude-behaviour gap. Some of the reasons highlighted within the literature for this gap include inconvenience, lack of knowledge and information, and the abundance of confusing claims and labels on food packaging. The aim of this thesis is to investigate Australian consumers’ attitudes towards farm animal welfare, reasons for any gap between their sentiment for animal welfare and food choices at the supermarket, and, finally, approaches to encourage more welfare-friendly food choices. This thesis comprises eight discrete chapters. The first chapter is an introduction to the broader thesis field of food production, animal welfare, and consumer choice. Chapter Two is an in-depth review examining public attitudes towards animal welfare in food production. Chapter Three reviews the attitude-behaviour gap for farm animal welfare and uses the behaviour change wheel to explore how we can encourage consumers to make food choices that are better for animal welfare. The fourth, fifth and sixth chapters report three empirical studies. First is a study of Australian consumers’ attitudes towards animal welfare in food production, and the motivations and barriers that affects their purchasing of welfare-friendly products (Chapter Four). The second is an investigation into the attitudes towards animal welfare and empathy for animals shown by a unique population of people who attended an animal welfare event at the University of Sydney (Chapter Five). These findings were then more broadly compared to the attitudes of the general public. The third study is a discrete-choice experiment that examined consumers’ preferences for animal-based products (pork, poultry and eggs) with animal welfare accreditations and whether providing consumers with details about the animal welfare standards of these on-package accreditations had a positive effect on high welfare purchase intentions (Chapter Six). The seventh chapter is devoted to documenting the creation of an animal welfare rating system that provides consumers with information and ratings (of avoid, good, best) for chicken, pig, and egg products based on on-package animal welfare accreditations. Potential future applications of the ratings are discussed. The final chapter (Chapter Eight) is a discussion of the thesis findings overall, with concluding remarks. Source: TROVE
  • Creation Date: 2020
  • Language: English
  • Source: Trove Australian Thesis (Full Text Open Access)
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