Perceptions of ostrich welfare and ethical practices: insights from consumers, farmers and stakeholders

This study investigated South African consumers', farmers', and industry stakeholders' perceptions of ostrich welfare using a questionnaire distributed nationwide between September 2018 and September 2019. The survey included demographic questions and assessed knowledge of ostrich husbandry, welfare priorities, and purchasing behaviors. A total of 302 participants completed the questionnaire. A Principal Component Analysis identified three principal components that explained 49.5% of the total variance: ostrich welfare priorities, knowledge of ostrich production and management, and health and ethical considerations in ostrich farming. Welfare priorities and knowledge levels were influenced by demographic factors, with farmers consistently scoring the highest on knowledge and consumers the lowest. All participants reported a modest understanding of husbandry practices but placed a high importance on welfare-related factors such as feeding, housing, health, and minimizing pain and stress. Although most participants preferred welfare-conscious products, their willingness to pay a premium was low. These findings highlight a strong welfare orientation across groups but reveal knowledge gaps and an attitude-behavior gap, suggesting opportunities for targeted education, improved industry awareness and transparency, and welfare-focused product communication.