From stable to table: enhancing transparency on animal welfare labelling through communication strategies at the point of sale

Growing public concern about sustainability and ethical farming practices has made animal welfare an increasingly important factor in consumer food choices. In response, several animal welfare labels have been introduced to help consumers make informed meat purchasing decisions. However, studies show that labels are often poorly understood, leading to uncertainty, mistrust and limited market effectiveness of the labels. This study investigates label communication strategies to improve consumer understanding of husbandry conditions, focusing on level 3 of the German Haltungsform-Kennzeichnung (English: ‘animal husbandry label’) for pigs. For this purpose, we conducted a quantitative survey at the point of sale (POS) in two German food retailers of the Kaufland-Group, with 182 participants. In addition to surveying participants buying behaviour and attitudes towards pork and animal welfare, they were given the choice between different information types, such as pictures, a 360° video via virtual reality glasses or a tablet, and a text to inform about the conditions of pigs in husbandry level 3. Our findings show that the majority (73.6%) are interested in further information and have chosen one of the options provided. Further, all information types improved participants’ understanding and increased their willingness to pay for level 3 pork, while their willingness to buy pork from lower animal welfare levels decreased. Notably, pictures of sample pens proved particularly effective at the POS. Nevertheless, combining various information types with different levels of depth and immersion, can help to best meet consumers’ diverse needs and enable them to make informed decisions when buying meat. • Most consumers already know the animal husbandry label, but want more information • Consumers seek additional information, with pictures as the preferred type • Age, gender and education affect how consumers choose information • All information types increased willingness to buy & pay for higher labelled pork • A mix of information types best meets consumers need at the point of sale