Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 560325
Title Positioning Strategies for Animal-Friendly Products: A Social Dilemma Approach
Author(s) Riemsdijk, Lenka van; Ingenbleek, Paul T.M.; Veen, Gerrita van der; Trijp, Hans C.M. van
Source Journal of Consumer Affairs 54 (2020)1. - ISSN 0022-0078 - p. 100 - 129.
DOI https://doi.org/10.1111/joca.12240
Department(s) WASS
Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2020
Abstract

Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal-friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal-friendly product choice as a dilemma between maximizing the buyer's self-interest and maximizing societal interest. To address this social dilemma, we developed and tested positioning strategies that reinforce the animal welfare label with complementary consumption values (functional, emotional, social, and epistemic). The results from a choice experiment with Dutch chicken meat shoppers showed that two strategies—emotional and epistemic—effectively increase consumer value perceptions. These insights imply that animal-friendly products positioned to invoke emotion or curiosity drive consumers towards animal-friendly product choices, and that these strategies are most effective for consumers who base their choice solely on maximizing either self-interest or societal interest.

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