Can improved ethical labelling boost the consumption of animal welfare-friendly meat products? Experiences from the Danish market for eggs and pork

L. Heerwagen; T. Christensen; P. Sandøe

Can improved ethical labelling boost the consumption of animal welfare-friendly meat products? Experiences from the Danish market for eggs and pork

In: Ethical futures: bioscience and food horizons

Authors:

L. Heerwagen

L. Heerwagen Institute of Food and Resource Economics, University of Copenhagen, Rolighedsvej 25, DK- 1958 Frederiksberg C, Denmark; lh@life.ku.dk

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T. Christensen

T. Christensen Institute of Food and Resource Economics, University of Copenhagen, Rolighedsvej 25, DK- 1958 Frederiksberg C, Denmark; lh@life.ku.dk

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P. Sandøe

P. Sandøe Institute of Food and Resource Economics, University of Copenhagen, Rolighedsvej 25, DK- 1958 Frederiksberg C, Denmark; lh@life.ku.dk

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Type:: Chapter

Pages:: 154–158

DOI:: https://doi.org/10.3920/9789086866731_025

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When animal welfare-friendly meat products do not sell, irresponsible consumers are often blamed. The consumers claim to care about the welfare of farm animals, but when welfare-friendly products are actually offered to the consumers, most of them choose the conventional products instead. Even though there is a mismatch between attitudes and actions, and consumers indeed have responsibility for their choice, this still only presents one side of the issue. Another side worth considering is the way in which animal-derived foods are labelled and marketed to the consumer. The objective of this paper is to discuss ethical labelling with regard to the welfare of farm animals as a factor that can make a difference to the consumption of particular products. The labelling and consumption of eggs and pork in Denmark are used as cases. It is argued that the ethical labelling of eggs is better than the labelling of pork on a number of points. Compared with the labelling of pork, the labelling of eggs is found to be simpler, to have a higher level of relevance, and to facilitate the purchasing of animal welfare-friendly products. Consequently, the paper concludes that the ethical labelling of pork can be improved in these ways. Furthermore, the extent to which it may be possible to obtain results similar to those achieved for sales of eggs through an improved system of ethical labelling of pork will be discussed. One clear problem is that pork is a much less uniform product than shelf eggs, and that consumers’ expectations of the qualities of pork differ from their expectations with regard to eggs.

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Ethical futures: bioscience and food horizons

E-Book ISBN:: 9789086866731

Publisher:: Wageningen Academic

Print Publication Date:: 30 Oct 2009

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- Life Sciences

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Can improved ethical labelling boost the consumption of animal welfare-friendly meat products? Experiences from the Danish market for eggs and pork

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Ethical futures: bioscience and food horizons

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