MEXICAN CONSUMERS’ PERCEPTIONS

AND ATTITUDES TOWARDS FARM

ANIMAL WELFARE AND WILLINGNESS
TO PAY FOR WELFARE FRIENDLY MEAT
PRODUCTS

https://www.academia.edu/37209489/Mexican_consumers
_perceptions_and_attitudes_towards_farm_animal_welfare_and_
willingness_to_pay_for_welfare_friendly_meat_products
Increasing concerns about farm animal welfare have led to an
increase in the availability of welfare-friendly-products (WFP), but
little is known about how much more consumers are willing to
pay (WTP) for WFP or about their buying trends in Latin America.

In this study, a survey was given to 843 meat consumers in the

city of Toluca, Mexico. The results show that consumers were
interested in farm animal welfare issues and their ethical,
sociological and economic implications, as in Europe.

Abstract
The people surveyed also conveyed a high level of empathy with
animal feelings and emotions, however they clearly demanded
more information and regulations related to farm animal welfare.

Most respondents expressed that they were WTP more for properly
certified WFP, but mostly based on the benefits in terms of product
quality and human health.

If the demand for WFP begins to increase in Mexico, the supply chain
should consider a certification system to guarantee product origin.

Abstract
 01
The aim of this study was to
assess the perceptions and
attitudes of Mexican consumers
towards farm animal welfare
Objectives and to discern whether they
are willing-to-pay more for 02
products to improve animal
welfare.
 Significance
It will be necessary to inform consumers and
convince the animal food industry that the
ethical value of a product is an element of
growing2019economic importance and a business
opportunity. Our study contributes to the
increasing strand of literature that highlights
Mexican consumers' concerns about the farm
animal welfare and their willingness-to pay for
WFP.
Methodology
Personal interviews were conducted at eight supermarket chains that
sold food from May to June 2015 with 843 people who were the main
ones responsible for purchasing animal products at their home. The
consumer interviews were conducted individually at the meat section
of the supermarket (buying context) and took 10 min to complete.
Methodology
All interviewees were informed about the purpose of the study and the
confidentiality of the information provided. In recent years, supermarkets
have displaced local food shops, representing 60% of the sales in products
of animal origin in 2013–2014 (Gasca & Torres, 2014). Respondents were
selected using a quota sampling method with age, education and origin
(rural or urban), as quota control variables.
Methodology
A questionnaire was drawn up following a Likert-type scale
animal welfare attitude assessment model. A sample of 84
consumers was used to validate the scale, which showed good
internal reliability, with a Cronbach’s alpha value of 0.66. 
 Theoretical Framework
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 Major Findings
Overall, results show that
Mexican consumers are
who reported that farm animal welfare
interested in farm Animal
in livestock production is a topical and
welfare issues and
important issue attracting growing
theoretical, sociological and
interest of policy makers, consumers,
economic implications, as in
and stakeholders in the supply chain and
other parts of the world in
others.
agreement with Vanhonacker
and Verbeke (2014)
 Conclusion
We conclude that, according to our survey
results, Mexican consumers appear to
be interested in farm animal welfare and
its ethical, sociological and economic
implications.

This tendency is more evident in women and

the more educated. The respondents had a
high level of  empathy for animal needs and
had a good working knowledge of the living
conditions of farm animals.
 Conclusion

The consumers also demanded more

information and more regulations about
animal welfare.

The majority of Mexican consumers said they

were willing to pay more for properly
certified WFP, but mostly based on the
benefits in terms of product quality and
human health (not animal welfare per se).
 Recommendation

01
In case the demand for WFP begins to increase in
Mexico, the supply chain (farmers, abattoirs,.
food
industries, and retailers) should consider a certification 02 At the same time, it will be
system to guarantee product origin based on the
necessary to inform consumers and
current situation in Mexico.

03
convince the animal food industry
that the ethical value of a product is
an element of growing economic
Our study contributes to the increasing strand of importance and a business
literature that highlights Mexican consumers' concerns opportunity.
about the farm animal welfare and their willingness-to
pay for WFP.
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www.allppt.com
 Fully Editable Icon Sets: B
You can Resize without
losing quality
You can Change Fill
Color &
Line Color

FREE
PPT
TEMPLATES
www.allppt.com
 Fully Editable Icon Sets: C
You can Resize without
losing quality
You can Change Fill
Color &
Line Color

FREE
PPT
TEMPLATES
www.allppt.com