Sie können Bookmarks mittels Listen verwalten, loggen Sie sich dafür bitte in Ihr SLUB Benutzerkonto ein.
Medientyp:
E-Artikel
Titel:
Improving market success of animal welfare programs through key stakeholder involvement: heading towards responsible innovation?
Beteiligte:
Purwins, Nina;
Schulze-Ehlers, Birgit
Erschienen:
Brill, 2018
Erschienen in:
International Food and Agribusiness Management Review, 21 (2018) 4, Seite 543-558
Sprache:
Nicht zu entscheiden
DOI:
10.22434/ifamr2017.0047
ISSN:
1559-2448
Entstehung:
Anmerkungen:
Beschreibung:
Despite frequent public criticism of modern husbandry practices, many animal welfare programs lack acceptance among both farmers and consumers. We contend that this lock-in originates from a lack of market orientation and consequential neglect of key stakeholders’ preferences in program design. Considering the case of a retailer-owned meat brand, we demonstrate the relevance of stakeholders’ inclusion when establishing animal welfare programs for pigs. Surveys among 62 farming members of a pig trading cooperative and 692 supermarket customers reveal the heterogeneity of beliefs and acceptance within both groups. While a Responsible Innovation approach, including key actors from the initial criteria selection, could be effective for raising acceptance, it would likely lead to lengthy time-to-market, prohibiting first-mover advantages. We suggest instead that beliefs and acceptance among farmers may be influenced through a communication strategy based on survey results and experimental research, as well as facilitating positive word-of-mouth.