Broiler Welfare and the Consumer: Explaining the Citizen-consumer Gap in the Netherlands.

Emmi Suvaal

Master's thesis

Abstract:

The European poultry meat sector is known for its intensive farming systems that approximately 90 percent of broilers in the EU are raised in. Despite regulation, intensive production systems are creating issues for poultry welfare, the environment and public health. Previous research shows that European consumers are not willing to pay more for better broiler welfare even though they would like to see an improvement in broiler welfare. The study aims to research whether this citizen-consumer gap exists in the Netherlands, how it can be explained and what this means for animal welfare policies. Previous research that aims to explain the citizen-consumer gap is both limited and contradictory thus further research is necessary. The data has been collected through quantitative research using an online survey to determine the existence of a citizen-consumer gap in the Netherlands and the factors influencing it. The results indicate a citizen-consumer gap exists in the Netherlands, although not a large one. The attitude towards broiler welfare influences consumer behaviour but the importance of price of the product and social norms seem to have the strongest influence on consumer behaviour. Thus, policy makers should use policy tools such as demonstration, campaigning and nudging to change social norms at the advantage of broiler welfare. The price of chicken meat products should be lowered which as well could be done by using consumer subsidies and welfare subsidies. Dutch consumers also showed to care about the minimal use of antibiotics in chickens, thus providing information on the level of use of antibiotics in chicken meat could help consumers to make better purchasing decisions.

Abstract:

The European poultry meat sector is known for its intensive farming systems that approximately 90 percent of broilers in the EU are raised in. Despite regulation, intensive production systems are creating issues for poultry welfare, the environment and public health. Previous research shows that European consumers are not willing to pay more for better broiler welfare even though they would like to see an improvement in broiler welfare. The study aims to research whether this citizen-consumer gap exists in the Netherlands, how it can be explained and what this means for animal welfare policies. Previous research that aims to explain the citizen-consumer gap is both limited and contradictory thus further research is necessary. The data has been collected through quantitative research using an online survey to determine the existence of a citizen-consumer gap in the Netherlands and the factors influencing it. The results indicate a citizen-consumer gap exists in the Netherlands, although not a large one. The attitude towards broiler welfare influences consumer behaviour but the importance of price of the product and social norms seem to have the strongest influence on consumer behaviour. Thus, policy makers should use policy tools such as demonstration, campaigning and nudging to change social norms at the advantage of broiler welfare. The price of chicken meat products should be lowered which as well could be done by using consumer subsidies and welfare subsidies. Dutch consumers also showed to care about the minimal use of antibiotics in chickens, thus providing information on the level of use of antibiotics in chicken meat could help consumers to make better purchasing decisions.

Keywords

consumer behavior, broiler welfare, European poultry meat sector, animal welfare policies

Language used: English

Date on which the thesis was submitted / produced: 16. 10. 2020

Thesis defence

• Date of defence: 3. 7. 2020
• Supervisor: Dr. JOhan den Hartog
• Reader: Mgr. Lukáš Lehotský, Ph.D.

Masaryk University

Faculty of Social Studies

Master programme / field:
International Territorial Studies / European Governance