Ethical food consumption in the digital age: Consumer attitudes towards digitally monitored animal welfare in pork products

Climate change is an emerging global reality with widespread effects on ecosystems and human communities. However, its significant impact on livestock animals often goes underdiscussed as more focus is given to impact of livestock production on climate change. Implementing high-welfare systems, such as digital monitoring of animals, can help mitigate climate-related challenges by reducing temperature fluctuations and controlling disease spread. Despite the potential benefits, consumer acceptance of this digital innovation remains uncertain. This study examines consumer attitudes toward digitally monitored animal welfare practices, aiming to understand their acceptance and the values they associate with these practices. It investigates the role of digital technology in enhancing consumer decision-making by addressing animal welfare concerns. Using means-end chain theory and Schwartz's value typology, the research explores the motivational layers and product attributes tied to consumer values. Semi-structured interviews with twenty pork consumers revealed hierarchical relationships between product attributes, benefits, and values. Analysis through NVivo 14 and LadderUX software generated themes and a hierarchical value map. The findings indicate that consumers prioritise attributes such as animal diets, stress-free environments, humane processing practices, and health conditions, linking these to both ethical and hedonic values. Intrinsic attributes like product appearance and freshness are crucial for at-home consumption decisions, while sustainable packaging also plays a role. The study also found differences in consumer behaviour based on the consumption context, with ethical decision-making often shifting to restaurateurs when dining out. The research underscores the importance of transparency, ethical practices, and product quality in influencing consumer decisions, providing actionable insights for marketing strategies that promote ethical consumption and improve animal welfare standards.