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Abstract
The aim of this study is to examine consumers’ perception of the products considering
animal welfare and to establish the factors which affect consumers’ willingness to pay
the premium price for the animal-friendly products. In addition, four consumers’ profiles
according to their attitudes towards farm animals’ welfare are distinguished and their
features are elaborated. The research has been undertaken in Belgrade, comprising
198 participants. The face-to-face interview technique has been adopted, while for
the analysis of the results regression and cluster analyses have been performed. The
findings suggest that food sector stakeholders should put more efforts in providing
information and education to the consumers regarding the importance of animal
welfare and that there is a significant market potential for the introduction of the label
for animal-friendly products. The implications for policy makers are proposed and
discussed too.