Do technological innovations in working conditions influence consumer preferences for chicken meat?

This study examines how information about the introduction of innovative technologies that improve working conditions influences consumers' perceptions and preferences for chicken breast. The study uses a discrete choice experiment to investigate the preferences and willingness to pay (WTP) of 663 Italian respondents who were presented with an online questionnaire. To assess the impact of innovation on brand equity, the sample was randomly divided into two groups: the treatment group (T), which received information on the impact of the application of the solutions provided in the innovation plan on employee well-being, and the control group (C), which received no information. The results show that consumers perceive the innovation positively, but the effect on brand equity is not significant. In addition, consumers prefer a lower priced product and the organic option is strongly preferred over all other production methods. Finally, information about technological innovation does not influence consumers' purchase intentions. • Consumers prefer organic chicken over other production methods, indicating a strong demand for sustainable products. • Brand equity significantly influences consumer choice, with brand1 being the most preferred due to regional familiarity. • Price remains a major factor in purchasing decisions, with low-cost products being preferred. • Information about technological innovations has no significant influence on consumer preferences or WTP. • The segmentation of consumers reveals different groups, which highlights the need for targeted marketing strategies.