Consumer awareness and animal welfare.

This project is a PhD project which addresses the awareness consumers have of modern farming practices, and the level of concern they have for the treatment of animals in food production. It involves the study of consumer food purchasing behaviour for animal-derived products (pork, poultry and eggs), in particular, what motivaties people to, and the barriers that inhibit them from, purchasing welfare-friendly animal-derived products.

This project will also explore the effect of animal welfare rating at the point-of-purchase and the extent of the disparity between consumers’ stated concerns for animal welfare and their purchasing decisions, also known as the attitude-behaviour gap.

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