Promotion of economic animal welfare by market force: a case study

Animal welfare research with a focus on the market attribute is scarce. This research investigates consumer behaviour and willingness to pay (WTP) for the pork and poultry friendly products in two channel, traditional local markets and super/hypermarkets. We employ the consumer decision process theory to analyse WTP and consumer behaviour of purchasing animal welfare products, and further formulate marketing strategies to segment animal welfare products markets. The result shows that consumers regard such products as healthy, high quality and safe. The results of the WTP analysis show that for both the purchase of animal welfare friendly pork and poultry, the consumers are willing to pay more in both channels.