Consumer Decision-Making for Animal-Friendly Products: Synthesis and Implications
Submitted on Apr 02, 2011 (Original item from 2011)
Diet and Nutrition | Vegetarianism and Veganism | Food Trends | Food/Product Selection or Purchase Criteria | Psychology, Social Development, Social Motivations | Vegetarian Social, Psychological and Moral Development | Vegetarian Food Products or Substitutes | Vegetarian Motivations or Barriers
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Short Description:
Based on a review of basic models and other existing research on consumer behavior, this article examines the consumer decision-making process with respect to animal-based foods, and concludes that such purchases are frequently made without complete information, often times based on routine or the present situation.
Abstract:
Article Abstract:
"Understanding how consumers’ concerns affect the consumer decision-making process is important for developing a market for animal-friendly products. This paper presents a synthesis of research on the role of animal welfare in consumer decision-making. Drawing on basic models and concepts from consumer behaviour literature, we present the findings along the lines of five phases of the consumer decision-making process: (i) need recognition; (ii) information search; (iii) information evaluation; (iv) purchase decision; and (v) post-purchase evaluation. Consumer decision-making about animal-based food products is routine, situational and sometimes irrational, instead of based on complete information. Consumers associate animal welfare with a higher quality perception and labels and high prices further increase the perception of quality. The findings have implications for stakeholders that aim to develop a market for animal-friendly products, like (coalitions of) governments, animal interest groups, retailers and brand manufacturers."
"Understanding how consumers’ concerns affect the consumer decision-making process is important for developing a market for animal-friendly products. This paper presents a synthesis of research on the role of animal welfare in consumer decision-making. Drawing on basic models and concepts from consumer behaviour literature, we present the findings along the lines of five phases of the consumer decision-making process: (i) need recognition; (ii) information search; (iii) information evaluation; (iv) purchase decision; and (v) post-purchase evaluation. Consumer decision-making about animal-based food products is routine, situational and sometimes irrational, instead of based on complete information. Consumers associate animal welfare with a higher quality perception and labels and high prices further increase the perception of quality. The findings have implications for stakeholders that aim to develop a market for animal-friendly products, like (coalitions of) governments, animal interest groups, retailers and brand manufacturers."
Spot Check Number:
1651
Sponsor:
Wageningen University
Animal Type:
Farm Animals
Record Type:
Journal Article, Research Study
Research Method:
Literature Review
Geographic Region:
International
Number of Participants:
Unknown
Population Descriptors:
Dutch consumers
Year Conducted:
2011
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