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How Different Consumer Groups with Distinct Basic Human Values Gather, Seek and Process Information on Meat Topics: The Case of the German Animal Welfare Initiative

Author

Listed:
  • Hirsch, Darya
  • Meyer, Christian H.
  • Massen, Cristina
  • Terlau, Wiltrud

Abstract

In January 2015, German retail and industry jointly started a sector‐wide initiative (“Initiative Tierwohl” ‐ ITW) to improve animal welfare standards. The principle of the ITW is communicated mostly via the websites of ITW and its participating companies. However, uncertainty remained whether or not these websites provide the necessary information consumers need on the ITW products. Based on Schwartz's basic human values, different types of consumers were identified by a cluster analysis (ward‐method, k‐means). The results showed that depending on expressed meta‐values (Self‐Transcendence/Openness to Change Self‐Enhancement or Conservation), respondents had different specific information sources and needs. Online sources were rarely mentioned, the majority of consumers referred to brochures, flyers and interpersonal contacts.

Suggested Citation

  • Hirsch, Darya & Meyer, Christian H. & Massen, Cristina & Terlau, Wiltrud, 2019. "How Different Consumer Groups with Distinct Basic Human Values Gather, Seek and Process Information on Meat Topics: The Case of the German Animal Welfare Initiative," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 10(01), January.
    • Handle: RePEc:ags:ijofsd:345302
    DOI: 10.22004/ag.econ.345302
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    References listed on IDEAS

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    1. Zanasi, Cesare & Rabboni, Camilla & Rota, Cosimo & Bungenstab, Davi José & Valdemir Antônio, Laura, 2020. "The Carne Carbono Neutro Accordance to Brazilian Consumers’ Attitude towards Beef," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(04), December.
    2. Morales, L. Emilio & Griffith, Garry & Fleming, Euan & Mounter, Stuart & Wright, Victor & Umberger, Wendy, 2020. "Preferences for Certified Beef with Animal Welfare and Other Credence Attributes in Australia," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(03), September.

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