Farm Animal Welfare, Consumer Willingness to Pay, and Trust: Results of a Cross-National Survey

Giuseppe Nocella, Lionel Hubbard, Riccardo Scarpa

Research output: Contribution to journalArticlepeer-review

Abstract

Higher animal welfare standards increase costs along the supply chain of certified animal-friendly products (AFP). Since the market outcome of certified AFP depends on consumer confidence toward supply chain operators complying with these standards, the role of trust in consumer willingness-to-pay (WTP) for AFP is paramount. Results from a contingent valuation survey administered in five European Union countries show that WTP estimates were sensitive to robust measures of consumer trust for certified AFP. Deriving the WTP effect of a single food category on total food expenditure is difficult for survey respondents; hence, a budget approach was employed to facilitate this process.
Original languageEnglish
Pages (from-to)275-297
Number of pages23
JournalApplied Economic Perspectives and Policy
Volume32
Issue number2
DOIs
Publication statusPublished - 2010
Externally publishedYes

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