Beef Consumers and their Relationship to Animal Welfare

Abstract

The study’s objective was to determine how beef consumers in the northern area of Quito (Ecuador) perceive animal welfare as important and how they behave in this regard. 407 face-to-face surveys were administered in 20 supermarkets and 13 municipal and popular markets in the city’s northern sector. Respondents were stratified according to a place of purchase, gender, age and socioeconomic level. A high percentage of consumers were knowledgeable about animal welfare (72.7%). In addition, it was determined that more than 70% of consumers had a favorable perception, attitude and behavior toward animal welfare; however, those who bought in popular markets were the ones who showed less interest in animal welfare. Young people are more concerned about animal welfare, while older adults form the group with the least concern for the issue (p<0.05). 78.1% of consumers, mainly from a high socioeconomic level, were willing to assume up to 20% additional price for meat that exhibits an animal welfare seal. It was concluded that a large percentage of consumers in the northern zone of Quito were concerned and willing to pay extra to consume products obtained under animal welfare standards, although with differences depending on their age, socioeconomic level and place of purchase.