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Improving market success of animal welfare programs through key stakeholder involvement: heading towards responsible innovation?

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  • Purwins, Nina
  • Schulze-Ehlers, Birgit

Abstract

Despite frequent public criticism of modern husbandry practices, many animal welfare programs lack acceptance among both farmers and consumers. We contend that this lock-in originates from a lack of market orientation and consequential neglect of key stakeholders’ preferences in program design. Considering the case of a retailer-owned meat brand, we demonstrate the relevance of stakeholders’ inclusion when establishing animal welfare programs for pigs. Surveys among 62 farming members of a pig trading cooperative and 692 supermarket customers reveal the heterogeneity of beliefs and acceptance within both groups. While a Responsible Innovation approach, including key actors from the initial criteria selection, could be effective for raising acceptance, it would likely lead to lengthy time-to-market, prohibiting first-mover advantages. We suggest instead that beliefs and acceptance among farmers may be influenced through a communication strategy based on survey results and experimental research, as well as facilitating positive word-of-mouth.

Suggested Citation

  • Purwins, Nina & Schulze-Ehlers, Birgit, 2018. "Improving market success of animal welfare programs through key stakeholder involvement: heading towards responsible innovation?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(4).
    • Handle: RePEc:ags:ifaamr:271027
    DOI: 10.22004/ag.econ.271027
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    References listed on IDEAS

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    1. Morales, L. Emilio & Griffith, Garry & Fleming, Euan & Mounter, Stuart & Wright, Victor & Umberger, Wendy, 2020. "Preferences for Certified Beef with Animal Welfare and Other Credence Attributes in Australia," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(03), September.
    2. More, S.J. & Marchewka, J. & Hanlon, A. & Balzani, A. & Boyle, L., 2021. "An evaluation of four private animal health and welfare standards and associated quality assurance programmes for dairy cow production," Food Policy, Elsevier, vol. 105(C).

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