Understanding consumers’ ethical orientation in consumption choices – An application to meat products

Klaus G Grunert; Anne O. Peschel; George Tsalis; Kristina Thomsen

Understanding consumers’ ethical orientation in consumption choices – An application to meat products

Klaus G Grunert, Anne O. Peschel, George Tsalis, Kristina Thomsen

Research output: Contribution to conference › Conference abstract for conference › Research › peer-review

Abstract

Meat production systems have to become more sustainable to ensure their social license to operate. While the discussion on the meat sector’s social license to operate revolves around sustainability and ethicality of meat production, less is known about consumers’ ethical orientation in relation to meat consumption. To this end, we incorporate a measurement scale for consumers’ ethical orientation in a latent class choice segmentation with 3028 European consumers to understand their preferences regarding responsible meat production and the role of ethicality as well as environmental concern. The results show that the segment with high meat consumption prefers lower prices and a smaller share of less-price sensitive, environmentally concerned consumers prefer the meat of animals that had outdoor access. A higher ethical orientation is associated with purchasing welfare meat. We conclude that ethicality appeals could have potential in reaching consumers of welfare meat.

Original language	English
Publication date	2023
Publication status	Published - 2023
Event	European Marketing Academy Conference - Odense, Denmark Duration: 23 May 2023 → 26 May 2023

Conference

Conference	European Marketing Academy Conference
Country/Territory	Denmark
City	Odense
Period	23/05/2023 → 26/05/2023

Cite this

@conference{963909d99f884f04bca7e82570f8cd22,

title = "Understanding consumers{\textquoteright} ethical orientation in consumption choices – An application to meat products",

abstract = "Meat production systems have to become more sustainable to ensure their social license to operate. While the discussion on the meat sector{\textquoteright}s social license to operate revolves around sustainability and ethicality of meat production, less is known about consumers{\textquoteright} ethical orientation in relation to meat consumption. To this end, we incorporate a measurement scale for consumers{\textquoteright} ethical orientation in a latent class choice segmentation with 3028 European consumers to understand their preferences regarding responsible meat production and the role of ethicality as well as environmental concern. The results show that the segment with high meat consumption prefers lower prices and a smaller share of less-price sensitive, environmentally concerned consumers prefer the meat of animals that had outdoor access. A higher ethical orientation is associated with purchasing welfare meat. We conclude that ethicality appeals could have potential in reaching consumers of welfare meat. ",

author = "Grunert, {Klaus G} and Peschel, {Anne O.} and George Tsalis and Kristina Thomsen",

year = "2023",

language = "English",

note = "European Marketing Academy Conference, EMAC ; Conference date: 23-05-2023 Through 26-05-2023",

}

TY - ABST

T1 - Understanding consumers’ ethical orientation in consumption choices – An application to meat products

AU - Grunert, Klaus G

AU - Peschel, Anne O.

AU - Tsalis, George

AU - Thomsen, Kristina

PY - 2023

Y1 - 2023

N2 - Meat production systems have to become more sustainable to ensure their social license to operate. While the discussion on the meat sector’s social license to operate revolves around sustainability and ethicality of meat production, less is known about consumers’ ethical orientation in relation to meat consumption. To this end, we incorporate a measurement scale for consumers’ ethical orientation in a latent class choice segmentation with 3028 European consumers to understand their preferences regarding responsible meat production and the role of ethicality as well as environmental concern. The results show that the segment with high meat consumption prefers lower prices and a smaller share of less-price sensitive, environmentally concerned consumers prefer the meat of animals that had outdoor access. A higher ethical orientation is associated with purchasing welfare meat. We conclude that ethicality appeals could have potential in reaching consumers of welfare meat.

AB - Meat production systems have to become more sustainable to ensure their social license to operate. While the discussion on the meat sector’s social license to operate revolves around sustainability and ethicality of meat production, less is known about consumers’ ethical orientation in relation to meat consumption. To this end, we incorporate a measurement scale for consumers’ ethical orientation in a latent class choice segmentation with 3028 European consumers to understand their preferences regarding responsible meat production and the role of ethicality as well as environmental concern. The results show that the segment with high meat consumption prefers lower prices and a smaller share of less-price sensitive, environmentally concerned consumers prefer the meat of animals that had outdoor access. A higher ethical orientation is associated with purchasing welfare meat. We conclude that ethicality appeals could have potential in reaching consumers of welfare meat.

M3 - Conference abstract for conference

T2 - European Marketing Academy Conference

Y2 - 23 May 2023 through 26 May 2023

ER -

Understanding consumers’ ethical orientation in consumption choices – An application to meat products

Abstract

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