Exploring Consumer Preference towards the On-Farm Slaughtering of Beef in Germany: A Discrete Choice Experiment

Current production standards and communication campaigns about animal welfare in relation to beef strongly emphasise the "humane" rearing of cattle. Aspects such as transport and slaughtering conditions are often overlooked in both production standards and communications with consumers. Long transport routes and conventional slaughtering can cause significant stress to animals and have negative impacts on their welfare and on meat quality. On-farm slaughter can address these criticisms. Communicating the value of low-stress slaughtering conditions like on-farm slaughtering may offer significant sales potential for a premium market segment. In this study, we explore consumers' preferences and willingness to pay for beef that is slaughtered on-farm rather than in conventional abattoirs. We conducted an online survey (n = 400) in 2022, with a sample that is representative of the German population with respect to gender, age, income and education. Our survey included a discrete choice experiment for the purchase of minced beef, incorporating product attributes that influence purchase decisions. These included: price, information on the social, economic and environmental benefits of regional production, different production standards (conventional/organic) and information on on-farm slaughtering. Our findings indicate that consumers derive the highest utility from a low price, followed by information about on-farm slaughtering. Participants indicated a preference for information on high animal welfare over high beef quality. We conclude that highlighting on-farm slaughtering could be a significant benefit in marketing premium beef products.