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

Lookup NU author(s): Giuseppe Nocella, Dr Lionel Hubbard, Riccardo Scarpa

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Abstract

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.

Publication metadata

Author(s): Nocella G, Hubbard LJ, Scarpa R

Publication type: Article

Publication status: Published

Journal: Applied Economic Perspectives and Policy

Year: 2010

Volume: 32

Issue: 2

Pages: 275-297

Print publication date: 16/02/2010

ISSN (print): 2040-5790

ISSN (electronic): 2040-5804

Publisher: Oxford University Press

URL: http://dx.doi.org/10.1093/aepp/ppp009

DOI: 10.1093/aepp/ppp009

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