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Which sustainability goals do people in Germany find more important: Animal welfare? Or environmental protection? Human health is another one of these competing sustainability goals. A team of researchers from the Department of Agricultural and Food Market Research at the University of Bonn have now found that consumers surveyed in their study would rather pay more for salami with an ÔÇ£antibiotic-freeÔÇØ label than for salami with an ÔÇ£open barnÔÇØ label that indicates that the product promotes animal welfare. The results have now been published in the journal ÔÇ£Q Open.ÔÇØ

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The Importance of Competing Sustainability Goals in Germany

In Germany, there is an ongoing debate about the importance of different sustainability goals, such as animal welfare, environmental protection, and human health. These goals often conflict with each other, making it challenging to find a balance that satisfies all stakeholders. To shed light on this issue, a team of researchers from the Department of Agricultural and Food Market Research at the University of Bonn conducted a study to understand consumer preferences regarding salami products and their associated sustainability labels.

Consumer Preferences and Conflicting Goals

The study focused on three main conflicts: animal welfare vs. environmental protection, human health vs. animal health, and human health vs. animal welfare. By analyzing consumer preferences, the researchers aimed to gain insights into the factors that influence decision-making in regard to sustainability goals. The study also took into account psychographic and socio-demographic factors to understand any variations in preferences.

The Role of Information and Labels

To investigate the impact of information on consumer preferences, the researchers divided participants into three groups. The first group received positive information about the advantages of pig husbandry practices associated with two labels: “open barn” for animal welfare and “antibiotic-free” for human health. The second group received both positive information and information about potential negative effects of the production practices. The third group, the control group, only received information about the University of Bonn.

Consumer Choices and Willingness to Pay

Simulating a trip to the supermarket, participants were asked to choose between different salami products representing various sustainability goals. The researchers found that most people preferred salami with a sustainability label and were willing to pay more for it. However, participants showed a higher willingness to pay for salami with the “antibiotic-free” label than for salami promoting animal welfare. This indicates that personal health is prioritized over animal welfare.

Effect of Information on Preferences

The study revealed that the extent to which information influenced preferences depended on the specific sustainability aspect being considered and how the information was presented. Surprisingly, providing consumers with positive information alone increased their willingness to pay more for salami with the “open barn” label, while it had no effect on the “antibiotic-free” label. This suggests that consumers already perceive the health benefits of “antibiotic-free” products, but may be less aware of the positive effects of “open barn” production on animal welfare.

Consideration of Disadvantages and Consumer Behavior

To ensure transparency, the researchers also provided participants with information about the potential disadvantages of each production method. However, they found that providing both positive and negative information had a neutralizing effect on consumer preferences. Participants were not willing to pay more for a product when the positive information was paired with information on potential negative effects.

Implications for Sustainable Futures

This study highlights the importance of considering competing sustainability goals and understanding consumer preferences within these conflicts. The findings suggest that consumers who prioritize animal welfare and human health are willing to pay more for products that align with these goals. However, it is crucial to effectively communicate the positive effects of certain production methods to enhance consumer knowledge and willingness to pay for products promoting animal welfare.

Role of AI legalese decoder

In this context, the AI legalese decoder can play a significant role by simplifying legal and technical terms commonly used in sustainability labels and regulations. By breaking down complex language into easily understandable terms, the AI legalese decoder can bridge the gap between producers and consumers, facilitating informed decision-making. It can help consumers make sustainable choices by providing them with clear and concise information about the advantages and potential drawbacks of different production methods. Additionally, by enhancing consumer knowledge, the AI legalese decoder can contribute to developing appropriate policy conditions that address conflicting sustainability goals effectively.

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