How the consideration of animal welfare in the supply chain impact the consumers’ perception and behaviour towards food brands and how to improve it.
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- This study investigates how the treatment of animals in supply chains influences consumer perceptions and behaviours towards food brands. By reviewing existing literature and using mixed methods (qualitative interviews, quantitative surveys), it explores the link between consumer attitudes, brand loyalty and purchasing decisions with regard to animal welfare considerations. Additionally, it suggests methods and solutions for brands to improve their actual consideration of animal welfare, as well as marketing strategies to enhance their communication about it, including supply chain transparency, labels and certifications, ethical standards, demonstrable actions, partnerships with associations, and education of consumers. The aim is to provide actionable insights enabling brands and other food industry stakeholders to align with consumer preferences for ethical sourcing, fostering positive changes in brand practices and consumer perception.