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Abstract

Intensive livestock production systems lose their societal acceptance. This paper reports how farmers and consumers communicated with each other in focus group discussions. For our analysis, a mixed-methodsapproach was chosen. The heterogeneous focus group discussions with farmers and consumers were conducted in Germany. Before and after the discussions, participants assessed critical issues in animal husbandry on a short item battery. Results illustrate that both farmers and consumers have different knowledge, perceptions and visions about livestock production and animal welfare. Some of these differences remained after the discussions. However, there are also topics where a consensus between farmers and consumers could be achieved through the discussions.

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