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The determinants of the intention to purchase animal welfare-friendly meat products in Spain

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The aim of this paper is to analyse the intention to purchase animal welfare-friendly meat products and determine the factors explaining this intention. Additionally, a model of the intention to purchase animal welfare-friendly meat products has been developed based on the Theory of Planned Behaviour (TPB). This model has been specified as a two-equation multivariate ordered probit model and estimated using data from a survey conducted in Spain in 2008. Results indicate that one of the most important factors associated with the intention to purchase animal welfare-friendly meat products was consumer self-identification with ethical issues. Second, findings suggested that, as the Theory of Planned Behaviour states, other factors related to the intention to purchase these products were attitudes, subjective norms and perceived behavioural control.
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Keywords: ANIMAL WELFARE; ATTITUDES; CONSUMER; ORDERED PROBIT; SUBJECTIVE NORMS; THEORY OF PLANNED BEHAVIOUR

Document Type: Research Article

Publication date: 2013-05-01

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