Brand Information Mitigating Negative Shocks on Animal Welfare: Is It More Effective to “Distract” Consumers or Make Them Aware?

To create and sustain a competitive advantage in markets that increasingly value animal welfare attributes, meat companies need to meet public and private production standards while communicating to final consumers through their brands. Data are collected from a representative sample of 460 U.S. residents through an on-line experiment on McDonald’s chicken breast sandwiches and analyzed with Latent Growth Modeling. This study assesses which content of positive brand information effectively mitigates the risk of negative information shocks on animal welfare. On average, brand information has the same positive impact on consumers’ beliefs and attitudes, regardless of whether it is related or unrelated to animal welfare. However, there is strong market segmentation in terms of consumers’ response when exposed to brand information, suggesting that brand managers would benefit from tailoring brand information according to consumers’ age, education, gender and income.

Goldsmith, Peter D.
Issue Date:
Publication Type:
Journal Article
DOI and Other Identifiers:
Record Identifier:
PURL Identifier:
Published in:
International Food and Agribusiness Management Review, 13, 4
Page range:
Total Pages:
JEL Codes:
Series Statement:
Volume 13
Issue 4

 Record created 2017-04-01, last modified 2019-08-26

Download fulltext

Rate this document:

Rate this document:
(Not yet reviewed)