A recent study across five European countries found that consumers prioritize animal welfare over environmental sustainability when purchasing meat and dairy products. While sustainability is considered important, factors like taste, quality, and animal welfare hold more sway in consumer decisions. This highlights the need for targeted labeling strategies that emphasize multiple product attributes, including animal welfare, food safety, health, and nutrition.
Key takeaways from the study:
Animal welfare is a top priority: Consumers consistently ranked animal welfare as a key factor in their purchasing decisions.
Taste and quality matter: Freshness and quality/taste were also highly prioritized by consumers.
Sustainability labels are helpful: Although environmental factors were less influential, consumers found sustainability labels useful in guiding their choices.
Need for additional measures: Labeling alone may not be enough to change behavior. Policymakers and industry stakeholders should consider implementing additional measures to encourage the purchase of sustainably produced products.
The study's findings have implications for the food industry, emphasizing the need for a comprehensive labeling approach that addresses various consumer concerns. By aligning marketing strategies with these preferences, producers and retailers can better meet consumer demands and promote sustainable food consumption.
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