Improving market success of animal welfare programs through key stakeholder involvement: heading towards responsible innovation?

Despite frequent public criticism of modern husbandry practices, many animal welfare programs lack acceptance among both farmers and consumers. We contend that this lock-in originates from a lack of market orientation and consequential neglect of key stakeholders’ preferences in program design. Considering the case of a retailer-owned meat brand, we demonstrate the relevance of stakeholders’ inclusion when establishing animal welfare programs for pigs. Surveys among 62 farming members of a pig trading cooperative and 692 supermarket customers reveal the heterogeneity of beliefs and acceptance within both groups. While a Responsible Innovation approach, including key actors from the initial criteria selection, could be effective for raising acceptance, it would likely lead to lengthy time-to-market, prohibiting first-mover advantages. We suggest instead that beliefs and acceptance among farmers may be influenced through a communication strategy based on survey results and experimental research, as well as facilitating positive word-of-mouth.


Issue Date:
2018
Publication Type:
Journal Article
Record Identifier:
https://ageconsearch.umn.edu/record/271027
ISSN:
1559-2448
Language:
English
Published in:
International Food and Agribusiness Management Review, 21, 4
Page range:
543-558
JEL Codes:
O30; O33; Q13; Q19




 Record created 2018-04-09, last modified 2020-10-28

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