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Consumer Willingness-To-Pay For Farm Animal Welfare In Germany - The Case Of Broiler

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  • Makdisi, Fadi
  • Marggraf, Rainer

Abstract

Estimating the value consumers place on farm animal welfare (FAW) can predict the extent to which consumers are ready to support policy changes aimed at improving the welfare of farm animals and developing animal-friendly production systems that can also compete on markets. This study aimed at exploring consumer preferences and willingness-to-pay (WTP) for broiler meat in Germany which is certified as having been produced under a system that caters for FAW. In addition, logistic and linear regression models were estimated to examine the factors affecting consumers’ decision to buy certified FAW products. The data was obtained from a survey of 300 German broiler consumers, which was designed using the contingent valuation methodology. The results showed that 82% of the respondents were ready to buy certified FAW products. A majority of these (95%) were willing to pay an extra sum of about €1.5 for 1 kg of the certified FAW broiler fillets. This represents a price increase of about 27% in comparison with the actual price of conventional broiler fillets. The WTP estimates reveal that there is a potential for improvement of FAW standards in conventional broiler production. The magnitude of these estimates, however, shows that consumer WTP is below the actual price premium demanded by producers for existing animal-friendly programs for broiler production. This explains why the market for certified FAW broilers fails and calls for a policy change towards higher minimum standards of broiler welfare. Ziel dieser Studie ist es, Erkenntnisse über die Präferenzen der deutschen Verbraucher für das Wohlergehen von Nutztieren (farm animal welfare FAW) zu gewinnen. Erforscht wurde die Zahlungsbereitschaft für Hähnchenfleisch, welches FAW zertifiziert produziert wird. Außerdem wurden logistische und lineare Regressionsmodelle geschätzt, um die Faktoren zu bestimmen, welche die Verbraucher bei ihrer Kaufentscheidung für FAW zertifizierte Produkte beeinflussen. Die Daten wurden durch eine Umfrage bei 300 deutschen Hähnchenfleischverbrauchern ermittelt, wobei die kontingente Bewertungsmethode verwendet wurde. Die Ergebnisse zeigen, daß 82 % der Befragten bereit waren, FAW zertifizierte Produkte zu kaufen. Von diesen war die überwiegende Mehrheit (95 %) bereit, einen zusätzlichen Betrag von ca. 1,50 € pro kg für FAW zertifizierte Hähnchenfilets zu zahlen. Dies stellt einen Preisanstieg von ca. 27 % dar im Vergleich zu dem aktuellen Preis für konventionell produzierte Hähnchenfilets. Die zusätzliche Zahlungsbereitschaft der Verbraucher liegt jedoch unterhalb der aktuellen Preisprämie, die die Hersteller bestehender FAW-Programme in der Hähnchenproduktion verlangen. Dies erklärt, warum der Markt für zertifiziertes FAW-Geflügelfleisch nicht erfolgreich ist.

Suggested Citation

  • Makdisi, Fadi & Marggraf, Rainer, 2011. "Consumer Willingness-To-Pay For Farm Animal Welfare In Germany - The Case Of Broiler," 51st Annual Conference, Halle, Germany, September 28-30, 2011 115359, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi11:115359
    DOI: 10.22004/ag.econ.115359
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    3. Uehleke, Reinhard & Hüttel, Silke, 2016. "The Hypothetical Free-Rider Deficit In The Demand For Farm Animal Welfare Labeled Meat," 56th Annual Conference, Bonn, Germany, September 28-30, 2016 244866, German Association of Agricultural Economists (GEWISOLA).
    4. Von Hardenberg, Louisa & Heise, Heinke, 2018. "German Pig Farmers’ Attitudes Towards Farm Animal Welfare And Their Willingness To Participate In Animal Welfare Programs: An Empirical Study," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276867, International European Forum on System Dynamics and Innovation in Food Networks.
    5. von Hardenberg, Louisa & Heise, Heinke, 2018. "German Pig Farmers’ Attitudes towards Animal Welfare Programs and their Willingness to Participate in these Programs: An Empirical Study," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(3), June.
    6. Heise, Heinke & Theuvsen, Ludwig, 2016. "What do consumers think about farm animal welfare in modern agriculture? Attitudes and shopping behaviour," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(3), November.
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