探索德国消费者对农场屠宰牛肉的偏好:一个谨慎的选择实验
Josephine Lauterbach1, Antonia Johanna Bruns1, Anna Maria Häring1
1Faculty of Landscape Management and Nature Conservation, Eberswalde University for Sustainable Development, Schicklerstr. 5, 16225 Eberswalde, Germany.
Foods (Basel, Switzerland)
|September 28, 2023
概括
农场屠宰显著提高消费者对牛肉的偏好,特别是当强调动物福利时. 这种方法通过解决常规生产中经常被忽视的福利问题,提供了优质市场潜力.
科学领域:
- 农业经济学 农业经济学
- 消费者行为 消费者行为
- 动物福利科学 动物福利科学
背景情况:
- 目前的牛肉生产标准和营销侧重于人性化的牛养殖,但往往忽视运输和屠宰条件.
- 传统的运输和屠宰方法会给动物带来很大的压力,对动物的福利和肉质量产生负面影响.
- 农场屠宰是一个潜在的解决方案,可以解决与传统做法相关的动物福利问题.
研究的目的:
- 与传统屠宰场方法相比,调查消费者偏好和愿意为在农场屠宰生产的牛肉支付费用.
- 评估各种产品属性的影响,包括价格,区域效益,生产标准和屠宰信息,对消费者的选择.
- 通过了解消费者对低压力屠宰的评价来确定优质牛肉产品的营销策略.
主要方法:
- 进行了一项在线调查,其中400名参与者代表了2022年德国人口.
- 根据关键属性,采用离散选择实验来建模消费者对碎牛肉的偏好.
- 属性包括价格,区域生产效益 (社会,经济,环境),生产标准 (传统/有机),以及农场屠宰信息.
主要成果:
- 消费者从较低的价格中获得了最高的效用,紧随其后的是有关农场屠宰的信息.
- 观察到对强调高动物福利的信息的显著偏好,而不是对高牛肉质量的说法.
- 该研究表明,消费者对农场屠宰的概念有积极的反应,特别是与动物福利有关.
结论:
- 突出农场屠宰实践可以作为优质牛肉产品的显著差异化和营销优势.
- 传达低压力屠宰条件的好处,例如农场内方法,在特定市场细分市场中具有相当大的销售潜力.
- 在考虑购买牛肉时,消费者选择更多地受到动物福利信息的影响,而不是肉质感知.
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