Consumer Preferences for Welfare Friendly Production Methods: The Case of Chicken Production in Western Australia

The aim of this study is to investigate consumer preferences and willingness to pay (WTP) for welfare friendly meat chicken products in Western Australia. Data from an internet-based choice experiment on skinless chicken breast is analysed to determine whether consumers care about humane production practices. Majority of respondents are concerned about the welfare of meat chickens. In general, consumers are most concerned about stocking density, hot metal blade beak trimming and poor litter quality. Consumers are WTP substantial premiums for welfare friendly broiler products. INTRODUCTION Poor animal welfare in intensive livestock production systems in western countries is increasingly becoming an area of concern for consumers, producers, and policy makers alike (Bennett, 1997, 1998; Bennett & Blaney, 2003; de Jonge & van Trip, 2014; Frewer et al., 2005; Gao & Schreder, 2009; Harper & Henson, 2001; Hobbs et al., 2002; Kehlbacher et al., 2012; Mayfield et al., 2007; Napolitano et al., 2010; Phillips et al., 2009; Pouta et al., 2010; Vanhonacker et al., 2007). Intensive factory farming is largely perceived to be responsible for the declining welfare of animals (Napolitano et al., 2010), sparking increased interest in awareness of animal protection (Harper & Henson, 2001). A number of studies have investigated consumers’ willingness to pay for animal welfare friendly produce in Europe and North America (Bennett, 1996; Lagerkvist & Hess, 2011; Liljenstolpe, 2008; Makdisi & Marggraf, 2011; McEachern et al., 2007; Moran & McVittie, 2008; Napolitano et al., 2010; Vander Naald & Cameron, 2011). These studies have focused on a myriad of different welfare attributes affecting consumers’ WTP. A few studies have been conducted on caged egg production by layer hens, which find that consumers are WTP price premiums to avoid caged eggs (Appleby, 2003; Bennett, 1997, 1998; Burgess et al., 2001; Croney & Millman, 2007; Fearne & Lavelle, 1996; Lagerkvist & Hess, 2011; Lusk & Norwood, 2011; McEachern et al., 2007; Rolfe, 1999; Wilkins, 2004). There are also some