The role of ICT and animal welfare concerns in Estonian food purchasing channel preferences

The modern consumer is now more attentive to animal welfare practices, and this is an important factor when making food purchasing decisions. Different levels of concern for animal welfare as well as the use of information and communication technology (ICT) affect consumer food consumption and purchasing decisions and information access. This study explored both consumer preferences for food purchasing channels by using principal component analysis and regression analysis as well as the interaction between ICT use and animal welfare concerns. To analyse consumer preferences for food purchasing channels, we utilised data from a survey on the use of various retail outlets, such as buying online, retail stores, local markets, directly from producers, and organic or specialised shops. We used the varimax rotation method in principal component analysis to find the main factors in consumer choices related to animal health and welfare. Results from five generalised linear models indicated that Estonian consumers are more willing to purchase products of animal origin directly from producers or in organic or specialised shops when they pay attention to animal health and welfare. Animal health and general welfare practices aimed at ensuring the safety of food in large-scale production and distribution are significant for retail shop users. More frequent ICT use does not translate to a preference for online food shopping over more traditional retail purchasing. Compared with other age-gender groups, younger women prefer to buy food directly from producers. Older individuals in particular favour purchasing food from traditional retail stores rather than online. Consumers who prefer to buy food online are more concerned about animal health and welfare.