Consumer perceptions and market dynamics shaping farm animal welfare in developing economies

Farm animal welfare (FAW) has become an increasingly important component of sustainable food systems, yet its economic and social drivers remain poorly understood in developing economies. While high-income countries have established regulatory frameworks, certification schemes, and consumer-driven welfare markets, similar institutional and market structures are still emerging across much of Africa, Asia, and Latin America. This study synthesises existing evidence on how consumer perceptions and market dynamics influence farm animal welfare outcomes in developing economies. A structured narrative review approach was employed, drawing on literature published between 2000 and 2024 from Scopus, Web of Science, and Google Scholar. Studies were selected based on relevance to consumer awareness, attitudes, willingness-to-pay, certification, and livestock market governance. Evidence was thematically synthesised to develop a conceptual framework linking consumer-level determinants, market and institutional drivers, and welfare outcomes. The review indicates that while awareness and positive attitudes toward animal welfare are increasing in several emerging markets, these do not consistently translate into purchasing behaviour, reflecting affordability constraints and the well-documented attitude–behaviour gap. Market structures, including retailer practices, certification systems, and export-oriented supply chains, play a critical mediating role in shaping welfare outcomes. However, substantial heterogeneity exists across regions, influenced by income levels, cultural norms, regulatory capacity, and degrees of market formalisation. The framework highlights the dynamic interactions between consumers, markets, and governance systems, and identifies pathways through which welfare improvements may emerge. While the findings provide a foundation for future empirical research, they also underscore the need for context-specific strategies that account for socioeconomic and institutional variability across developing economies.