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

  • Giuseppe Nocella
  • Lionel Hubbard
  • Riccardo Scarpa

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. Copyright 2010, Oxford University Press.

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Article provided by Agricultural and Applied Economics Association in its journal Applied Economic Perspectives and Policy.

Volume (Year): 32 (2010)
Issue (Month): 2 ()
Pages: 275-297

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Handle: RePEc:oup:apecpp:v:32:y:2010:i:2:p:275-297
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  9. repec:ese:iserwp:2001-21 is not listed on IDEAS
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