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首页> 外文期刊>Journal of Applied Communications >Consumers’ Evaluation of Animal Welfare Labels on Poultry Products
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Consumers’ Evaluation of Animal Welfare Labels on Poultry Products

机译：消费者对家禽产品的动物福利标签评估

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As the public has expressed increasing concerns regarding the humane raising and handling of farm animals, the U.S. Department of Agriculture and industry organizations have developed a series of standards enforcing animal welfare in the poultry industry. Labels and value-added claims were created and defined to differentiate products and to inform consumers’ purchasing decisions. This study identified five labels related to animal welfare that are frequently found on food packages in the U.S. grocery stores, including both the mandatory labels and third-party, voluntary labels. Using a controlled online experiment (N=249), we examined the labels’ effects on consumers’ perception of humane treatment and purchasing tendencies toward egg products. Results showed that while most consumers lack knowledge regarding the labels’ meaning and certification standards, they rely on the labels with simplistic terms (e.g., "certified humane," "cage free") as heuristic cues to judge the ethical treatment of hens on the farm. However, the selected labels did not lead consumers to pay a higher premium for the labeled products. We discussed the implications for regulators, food marketers, and agricultural communicators.
机译：随着公众对农业和行业组织的人道养殖和处理越来越多的问题，美国农业部和行业组织制定了一系列标准在家禽行业中执行了动物福利。标签和增值索赔是创建和定义的，以区分产品并告知消费者的购买决策。本研究确定了与美国杂货店食品包装中的动物福利有关的五个标签，包括强制标签和第三方自愿标签。我们使用受控的在线实验（n = 249），我们研究了对消费者对人道治疗和购买趋势对蛋产品的影响。结果表明，虽然大多数消费者缺乏关于标签的意义和认证标准的知识，但它们依靠简单的术语（例如，“经过认证的人道，”笼子免费“）作为启发式线索，以判断母鸡的道德治疗农场。但是，所选标签没有引领消费者支付标签产品的更高溢价。我们讨论了对监管机构，食品营销人员和农业沟通者的影响。

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