Current Consumer Perceptions of Animal Welfare across Different Farming Sectors on the Island of Ireland

Abstract

SIMPLE SUMMARY: The well-being and welfare of animals on farms is a topic of interest to many people. On the island of Ireland, this issue has received increased attention because of political and governance changes, including Brexit and COVID-19. Policy-makers and industry are considering labelling schemes to inform the food consumer about welfare standards on farms. Focus groups and an online survey were carried out with members of the public on the island of Ireland to explore their awareness, perceptions, and attitudes toward farm animal welfare standards on farms in Ireland and Northern Ireland. Most consumers believed farm animal welfare standards were high, although different farming sectors were rated differently: beef and dairy farms were viewed more positively, and pig and poultry farms were viewed less positively. The living conditions of the animal, size and intensity of the farm, national standards and schemes, and visibility all influenced perceptions of welfare standards. The public also expressed a lack of knowledge and information on the topic. In developing new policies and labelling schemes, it is important to be apprised of the current awareness, attitudes, and perceptions that the public has regarding farm animal welfare standards, as identified in the current paper. ABSTRACT: There has been increased public interest and concerns in issues such as farm animal welfare (FAW) on the island of Ireland, stoked in part by political and governance changes, such as Brexit and COVID-19. Front-of-pack food labelling represents a primary information channel for many people. In advance of considering formalised food labelling schemes, specifically relating to FAW, it is important to ensure an up-to-date understanding of current consumer perceptions of FAW. With this aim, the current study utilised a mixed methodology. Nine focus group discussions (n = 41) and an online survey (n = 972) with food consumers in Ireland and Northern Ireland explored perceptions of FAW. Results suggest that overall ...