Consumers' knowledge and perceptions of endangered livestock breeds: How wording influences conservation efforts

Although consumer demand plays a key role in the conservation of endangered livestock breeds (also referred to as old, local, rare or heritage breeds), consumer research so far has made only a minor contribution to such conservation. Based on a qualitative consumer study using think-aloud-protocols, this article sheds light on consumers' knowledge and perceptions regarding endangered livestock breeds and provides recommendations to improve product communication. The findings include that only half of the participants were aware of the endangerment of livestock breed diversity. While brochures used as stimuli succeeded to motivate the informed participants to support breed conservation through their consumption, the uninformed participants exhibited difficulties in understanding the concept of endangered farm animal breeds. Many misattributed the cause of endangerment to consumer demand for the products of these breeds, influenced by a false analogy with wildlife extinction. These participants objected to the idea of consuming products from any endangered animal and thus were unwilling to support the conservation of rare farm animal breeds through their consumption behaviour. As a result, neither the endangerment nor their currently low population figures should be presented in consumer communication. To support product sales, the exceptional taste of these heritage breeds should be emphasised.