@article{Purwins:271027,
      recid = {271027},
      author = {Purwins, Nina and Schulze-Ehlers, Birgit},
      title = {Improving market success of animal welfare programs  through key stakeholder involvement: heading towards  responsible innovation?},
      journal = {International Food and Agribusiness Management Review},
      address = {2018},
      number = {1030-2018-2282},
      year = {2018},
      abstract = {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.},
      url = {http://ageconsearch.umn.edu/record/271027},
      doi = {https://doi.org/doi.org/10.22434/IFAMR2017.0047,  https://doi.org/10.22004/ag.econ.271027},
}