Pasture shooting and mobile slaughterhouses from a consumer's point of view: alternative slaughter methods and the meat paradox

The purpose of this study is to investigate consumers' attitudes towards alternative slaughter methods (ASMs). ASMs present more animal-friendly and stress-free slaughter practices. However, these practices are not yet widespread due to strict regulations, high labor efforts and costs. Therefore, the market for meat products from ASMs is still small, and less is known about consumers' awareness, assessment and willingness to pay (WTP) for these products.

This study aims to close the research gap using a standardized and representative online survey among 1,604 German participants. To identify target groups for these kinds of meat products, a factor and cluster analysis was conducted.

The results show that ASMs are not widely known among consumers. Overall, participants evaluated ASMs positively, but about 1/3 of the participants stated to also have concerns related more to hygiene than to animal welfare issues. The cluster analysis reveals two out of four clusters found that are interested in ASMs. These clusters are characterized by high trust in small butcheries and organic meat consumption.

The slaughtering sector has hardly been examined from an economic point of view in the animal welfare debate so far. This study identifies potential target groups for products originating from ASMs based on possible consumption drivers and barriers. Therewith, products from particular animal welfare friendly slaughter methods can be promoted purposefully to suitable target groups.