The Prospect of Market-Driven Improvements in Animal Welfare: Lessons from the Case of Grass Milk in Denmark
Open Access
- 4 June 2013
- Vol. 3 (2), 499-512
- https://doi.org/10.3390/ani3020499
Abstract
Citizens in many European countries urge that the welfare of farm animals should be improved. Policy-makers propose that this could, at least to some extent, be achieved through increased consumption of animal products produced under labeling schemes guaranteeing higher standards of animal welfare. Yet considerable uncertainties exist about the ability of the market to promote animal welfare. So far the consumption of most welfare-friendly products has been limited, and the impact of driving and limiting factors is poorly understood. Reviewing market studies, we identify the factors that have shaped the relatively successful market for grass milk in Denmark. We conclude that the positive drivers such as an appealing animal welfare attribute and animal welfare being bundled with other qualities are essentially the same as those operating in connection with less successful animal welfare-friendly products. It is therefore to be expected that other animal welfare-friendly food products marketed via “natural behaviors” in the farm animals will catch the interest of consumers. However, grass milk consumption has been supported by proper labeling, ready availability and low price premiums as well as multifaceted public support. This suggests that successful cases require the joint presence of a number of positive drivers as well as low consumption barriers.Keywords
This publication has 26 references indexed in Scilit:
- EU animal welfare policy: Developing a comprehensive policy frameworkFood Policy, 2012
- Ethics and Action: A Relational Perspective on Consumer Choice in the European Politics of FoodJournal of Agricultural and Environmental Ethics, 2011
- Animal Welfare Labelling and the Approach of the European Union: An Overview on the Current SituationJournal für Verbraucherschutz und Lebensmittelsicherheit, 2008
- European approaches to ensure good animal welfareApplied Animal Behaviour Science, 2008
- High animal welfare standards in the EU and international trade – How to prevent potential ‘low animal welfare havens’?Food Policy, 2007
- The expanding role of animal welfare within EU legislation and beyondLivestock Science, 2006
- Consumer perception of meat quality and implications for product development in the meat sector—a reviewMeat Science, 2004
- Consumer value conflicts surrounding ethical food purchase decisions: a focus on animal welfareInternational Journal of Consumer Studies, 2004
- Ethical Challenges for Livestock Production:Meeting Consumer Concerns about Meat Safety and AnimalWelfareJournal of Agricultural and Environmental Ethics, 2000
- Emerging public concerns in agriculture: domestic policies and international trade commitmentsEuropean Review of Agricultural Economics, 1999