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dc.contributor.authorPurwins, N.en
dc.contributor.authorSchulze-Ehlers, Birgiten
dc.identifier.citationPurwins, N., & Schulze-Ehlers, B. (2018). Improving market success of animal welfare programs through key stakeholder involvement: Heading towards responsible innovation? International Food and Agribusiness Management Review, 21(4), 543-558. doi:10.22434/IFAMR2017.0047en
dc.description.abstractDespite frequent public criticism of modern husbandry practices, many animal welfare programs lack acceptance among both farmers and consumers. We contend that this lock-in originates from a lack of market orientation and consequential neglect of key stakeholders’ preferences in program design. Considering the case of a retailer-owned meat brand, we demonstrate the relevance of stakeholders’ inclusion when establishing animal welfare programs for pigs. Surveys among 62 farming members of a pig trading cooperative and 692 supermarket customers reveal the heterogeneity of beliefs and acceptance within both groups. While a Responsible Innovation approach, including key actors from the initial criteria selection, could be effective for raising acceptance, it would likely lead to lengthy time-to-market, prohibiting first-mover advantages. We suggest instead that beliefs and acceptance among farmers may be influenced through a communication strategy based on survey results and experimental research, as well as facilitating positive word-of-mouth.en
dc.publisherWageningen Academic Publishers on behalf of International Food and Agribusiness Management Associationen
dc.relationThe original publication is available from - Wageningen Academic Publishers on behalf of International Food and Agribusiness Management Association -
dc.rights© 2018 Purwins and Schulze-Ehlersen
dc.subjectresponsible innovationen
dc.subjectpig welfareen
dc.subjectpreference heterogeneityen
dc.subjectAgricultural Economics & Policyen
dc.titleImproving market success of animal welfare programs through key stakeholder involvement: Heading towards responsible innovation?en
dc.typeJournal Article
lu.contributor.unitLincoln Universityen
lu.contributor.unitFaculty of Agribusiness and Commerceen
lu.contributor.unitDepartment of Global Value Chains and Tradeen
lu.contributor.unitResearch Management Officeen
lu.contributor.unit/LU/Research Management Office/2018 PBRF Staff groupen
dc.subject.anzsrc0702 Animal Productionen
dc.subject.anzsrc0701 Agriculture, Land And Farm Managementen
dc.relation.isPartOfInternational Food and Agribusiness Management Reviewen
pubs.notesSpecial issue: Responsible innovation in the agri-food sectoren
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce/GVCT
pubs.organisational-group/LU/Research Management Office
pubs.organisational-group/LU/Research Management Office/2018 PBRF Staff group
pubs.publication-statusPublished onlineen

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