Improving market success of animal welfare programs through key stakeholder involvement: heading towards responsible innovation?

Nina Purwins and Birgit Schulze-Ehlers

International Food and Agribusiness Management Review, 2018, vol. 21, issue 4

Abstract: Despite frequent public criticism of modern husbandry practices, many animal welfare programs lack acceptance among both farmers and consumers. We contend that this lock-in originates from a lack of market orientation and consequential neglect of key stakeholders’ preferences in program design. Considering the case of a retailer-owned meat brand, we demonstrate the relevance of stakeholders’ inclusion when establishing animal welfare programs for pigs. Surveys among 62 farming members of a pig trading cooperative and 692 supermarket customers reveal the heterogeneity of beliefs and acceptance within both groups. While a Responsible Innovation approach, including key actors from the initial criteria selection, could be effective for raising acceptance, it would likely lead to lengthy time-to-market, prohibiting first-mover advantages. We suggest instead that beliefs and acceptance among farmers may be influenced through a communication strategy based on survey results and experimental research, as well as facilitating positive word-of-mouth.

Keywords: Agribusiness; Farm Management; Livestock Production/Industries; Marketing; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:271027

DOI: 10.22004/ag.econ.271027

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