Comment les consommateurs perçoivent-ils les mentions relatives au bien-être animal au moment de l’achat de produits du porc ?

Over the past decade, consumers have been increasingly concerned about the living and slaughter conditions of farm animals. Consequently, animal production sectors seek to adapt to these expectations. In this context, this exploratory study that aims at analysing consumer behaviour in relation to messages relating to animal welfare on meat packaging. The purpose of this study is to participate in understanding the determinants of meat products' purchase by consumers, in particular with regards to animal welfare, in order to enable the sector to better meet market expectations. The study adopts a qualitative approach and employs a two-step method. In the first step, projection interviews were conducted with consumers apart from the purchasing act in order to understand their representations of animal welfare and to identify the relevant themes for the second part of the work. Based on the identified themes, interviews in supermarkets were then conducted with other consumers when buying in order to understand the impact of the mentions related to animal welfare on the purchases actually made. The results allow to identify five consumer profiles with regard to animal welfare and to give advices in marketing.