Consumer trust and willingness to pay for establishing a market-based animal welfare assurance scheme for broiler chickens

The aim of this study was to examine Finnish consumers’ preferences and willingness to pay (WTP) for measures to improve broiler chicken welfare and to examine how familiarity with animal production farms, trust in food system actors, and views concerning the responsibility for animal welfare were associated with the WTP. A survey instrument, including a choice experiment, to study consumer preferences for food quality attributes was developed. The survey data were analyzed using a latent class model and logistic regression analysis.