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The animal welfare provenance of food; communicating and engaging with consumers - CI0106

Description
This research will identify and critically analyse evidence that has evaluated the success of existing and previous interventions designed to engage with consumers on the animal welfare provenance of food and other related consumer issues. This analysis will lead to the development of recommendations that will outline a package of practical and cost-effective measures designed to encourage consumers to choose higher animal welfare food products at the point of purchase.

The method Brook Lyndhurst will use to undertake the research involves a rapid evidence assessment followed by interviews with respondents who have expertise in communicating to and engaging with consumers on animal welfare and other similar issues.

The rapid evidence assessment will follow a rigorous approach to searching, locating, sorting and reviewing evidence. It will be conducted by an experienced team who will draw on their own expertise and also on the government Social Research Unit’s guidance.

Defra have developed four research questions that the research will aim to answer. In summary, these are:

1. What are the attributes of interventions that have been successfully used to communicate and engage with different types of consumers on animal welfare and other similar issues?

2. How can consumers be engaged on animal welfare issues by ‘hooking’ into other purchase motivations?

3. Are certain interventions more effective than others in communicating with consumers with different levels of interest in animal welfare and/or other similar issues?

4. What are the conflicts and synergies between communications and engagement on animal welfare provenance and other sustainability issues?

In conducting the research, the Brook Lyndhurst team will draw on its extensive experience and understanding of:
• evidence reviewing;
• consumer attitudes and behaviour (and behaviour change) relating to animal welfare, food and other sustainability issues;
• policy interactions of different aspects of sustainability;
• consumer communication and engagement techniques and campaigns.

The research results will be of use to policy makers in the UK, who operate in a policy context that stresses the role of consumer choice in promoting higher farm animal welfare. Another particular use of the research from the policy perspective will be its findings on synergies and conflicts between the animal welfare provenance of food and other issues encompassed by the ‘sustainable diet’ agenda.

The research will also be of direct practical use to those working to deliver effective communication and engagement strategies to consumers on animal welfare. The findings of particular practical use will include those on cost effectiveness and on ‘what works’ in getting consumers to translate their values into actions by choosing higher welfare food products at the point of purchase.
Objective
1. What are the attributes of interventions that have been successfully used to communicate and engage with different types of consumers on animal welfare and other similar issues?

2. How can consumers be engaged on animal welfare issues by ‘hooking’ into other purchase motivations?

3. Are certain interventions more effective than others in communicating with consumers with different levels of interest in animal welfare and/or other similar issues?

4. What are the conflicts and synergies between communications and engagement on animal welfare provenance and other sustainability issues?
Project Documents
• FRP - Final Report : 121115 - Animal welfare REA report FINAL   (856k)
• EXE - Executive Summary : 121115 - Executive summary FINAL   (358k)
• SUP - Supplementary Report : 121115 - Appendix A - Methodology FINAL   (464k)
• SUP - Supplementary Report : 121115 - Appendix B - Source robustness FINAL   (412k)
Time-Scale and Cost
From: 2011

To: 2012

Cost: £42,613
Contractor / Funded Organisations
Brook Lyndhurst Ltd
Keywords
Consumer              
Customer Insight              
Welfare              
Fields of Study
Climate Change Adaptation
Delivery Transformation Programme