IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this article

Market Opportunities for Animal-Friendly Milk in Different Consumer Segments

Listed author(s):
  • Sophie de Graaf

    ()

    (Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium
    Social Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), 9820 Merelbeke, Belgium
    Animal Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), 9090 Melle-Gontrode, Belgium)

  • Filiep Vanhonacker

    ()

    (Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium
    Department of Applied Biosciences, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium)

  • Ellen J. Van Loo

    ()

    (Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium)

  • Jo Bijttebier

    ()

    (Social Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), 9820 Merelbeke, Belgium)

  • Ludwig Lauwers

    ()

    (Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium
    Social Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), 9820 Merelbeke, Belgium)

  • Frank A. M. Tuyttens

    ()

    (Animal Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), 9090 Melle-Gontrode, Belgium)

  • Wim Verbeke

    ()

    (Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, 9000 Ghent, Belgium)

Consumers have increasing, but highly variable, interest in sustainability attributes of food, including ethical aspects, such as animal welfare. We explored market opportunities for animal-friendly cow’s milk based on segmentation (cluster) analysis. Flemish survey participants ( n = 787) were clustered ( n = 6) based on their intention to purchase (IP) animal-friendly milk, and their evaluation of cows’ welfare state (EV). Three market opportunity segments were derived from clusters and labelled as “high”, “moderate” and “limited”. Only 8% of the participants belong to the “high market opportunities” segment, characterized by a high IP and a low EV. The “limited” segment (44%) indicated a neutral to low IP and a positive EV. The “moderate” segment (48%) had a moderately positive IP and positive/negative EV. Reported willingness to pay, interest in information about the state of animal welfare and importance of the product attribute “animal welfare” differed among segments and were strongly related to IP. Most promising selling propositions about animal-friendly milk were related to pasture access. The high degree of differentiation within the Flemish milk market reveals market opportunities for animal-friendly milk, but for an effective market share increase supply of animal-friendly products needs to get more aligned with the heterogeneous demand.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://www.mdpi.com/2071-1050/8/12/1302/pdf
Download Restriction: no

File URL: http://www.mdpi.com/2071-1050/8/12/1302/
Download Restriction: no

Article provided by MDPI, Open Access Journal in its journal Sustainability.

Volume (Year): 8 (2016)
Issue (Month): 12 (December)
Pages: 1-17

as
in new window

Handle: RePEc:gam:jsusta:v:8:y:2016:i:12:p:1302-:d:84947
Contact details of provider: Web page: http://www.mdpi.com/

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as
in new window


  1. Harvey, David & Hubbard, Carmen, 2013. "Reconsidering the political economy of farm animal welfare: An anatomy of market failure," Food Policy, Elsevier, vol. 38(C), pages 105-114.
  2. Toma, Luiza & McVittie, Alistair & Hubbard, Carmen & Stott, Alistair W., 2009. "A Structural Equation Model of the Factors Influencing British Consumers’ Behaviour towards Animal Welfare," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58149, European Association of Agricultural Economists.
  3. Vossler, Christian A. & Kerkvliet, Joe, 2003. "A criterion validity test of the contingent valuation method: comparing hypothetical and actual voting behavior for a public referendum," Journal of Environmental Economics and Management, Elsevier, vol. 45(3), pages 631-649, May.
  4. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Verbeke, Wim, 2014. "Consumers’ valuation of sustainability labels on meat," Food Policy, Elsevier, vol. 49(P1), pages 137-150.
  5. Carolina Liljenstolpe, 2008. "Evaluating animal welfare with choice experiments: an application to Swedish pig production," Agribusiness, John Wiley & Sons, Ltd., vol. 24(1), pages 67-84.
  6. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:8:y:2016:i:12:p:1302-:d:84947. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (XML Conversion Team)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.