title: Determinants of consumer intention to purchase animal-friendly milk.
abstract: Concern about the welfare of production animals is growing among various stakeholders, including the general public. Citizens can influence the market for premium welfare products by expressing public concerns, and consumers-the actors who actually purchase products-can do so through their purchasing behavior. However, current market shares for premium welfare products are small in Europe. To better align purchase behavior with public and individuals' concerns, insight is needed into determinants that influence the intention to purchase premium welfare products. A cross-sectional online survey of 787 Flemish milk consumers was conducted to investigate attitudes toward and intention to purchase animal-friendly milk. More than half of the sample (52.5%) expressed the intention to purchase animal-friendly milk. Linear regression modeling indicated that intention was positively influenced by (1) higher perceived product benefits from animal-friendly milk (milk with more health benefits and higher quality); (2) higher personal importance of extrinsic product attributes such as local production and country of origin; (3) higher personal importance of animal welfare; (4) a more natural living oriented attitude toward cows; and (5) a more positive general attitude toward milk. Intention was negatively influenced by (1) a stronger business-oriented attitude toward cows; and (2) by a higher personal importance attached to price. These insights in key components of purchase intention can assist producers, the dairy industry, and retailers to position and market animal-friendly milk.
authors.affiliation: Animal Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), Scheldeweg 68, 9090 Melle, Belgium; Social Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), Burg. Van Gansberghelaan 115, 9820 Merelbeke, Belgium; Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure links 653, 9000 Ghent, Belgium. Electronic address: sophie.degraaf@ilvo.vlaanderen.be.
authors.forename: Sophie
authors.initials: S
authors.lastname: de Graaf
authors.affiliation: Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure links 653, 9000 Ghent, Belgium.
authors.forename: Ellen J
authors.initials: EJ
authors.lastname: Van Loo
authors.affiliation: Social Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), Burg. Van Gansberghelaan 115, 9820 Merelbeke, Belgium.
authors.forename: Jo
authors.initials: J
authors.lastname: Bijttebier
authors.affiliation: Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure links 653, 9000 Ghent, Belgium; Faculty of Bioscience Engineering, Department of Applied Biosciences, Ghent University, V. Vaerwyckweg 1, 9000 Ghent, Belgium.
authors.forename: Filiep
authors.initials: F
authors.lastname: Vanhonacker
authors.affiliation: Social Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), Burg. Van Gansberghelaan 115, 9820 Merelbeke, Belgium; Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure links 653, 9000 Ghent, Belgium.
authors.forename: Ludwig
authors.initials: L
authors.lastname: Lauwers
authors.affiliation: Animal Sciences Unit, Institute for Agricultural and Fisheries Research (ILVO), Scheldeweg 68, 9090 Melle, Belgium.
authors.forename: Frank A M
authors.initials: FAM
authors.lastname: Tuyttens
authors.affiliation: Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure links 653, 9000 Ghent, Belgium.
authors.forename: Wim
authors.initials: W
authors.lastname: Verbeke
mesh_terms: D000818:Animals; D001290:Attitude; D002417:Cattle; D003258:Consumer Behavior; D003430:Cross-Sectional Studies; D005260:Female; D033182:Intention; D008892:Milk; D010063:Ovum
keywords: animal welfare; consumer; dairy produce; survey