Who Prefers Regional Products? A Systematic Literature Review of Consumer Characteristics and Attitudes in Short Food Supply Chains

Willingness to Pay a Higher Price for Pork Obtained Using Animal-Friendly Raising Techniques: A Consumers' Opinion Survey

In Italy, the consumption of pork meat is increasing, despite consumers' attitudes being addressed toward a greater sensitivity about animal welfare and its link with safe food. Considering the relatively high animal welfare standards and the divergence in public interest in farm animal welfare and ethical issues, the objective of this study-in continuation of our previous paper relating to consumer behavior and preferences in welfare-friendly pork breeding-was to investigate habits of pork consumers regarding pig welfare, principally evaluating their willingness to pay (WTP) a higher price for pork obtained using raising techniques with an approach based on animal welfare. An ad hoc questionnaire-based survey was submitted to consumers (n = 404) in Messina province, Italy. Results suggest that 47% of consumers were willing to pay an additional price for pork from farms that apply specific animal welfare standards. Positive correlations were between WTP and farming techniques (p = 0.001), organic farming methods (p = 0.001), and farms in which animal welfare is taken care of and guaranteed (p < 0.001). These findings suggest that consumers intend to pay a higher price for pork, like other animal products obtained using animal-friendly raising techniques. The sensitivity to the animal welfare of a single human being may influence consumers' attitudes toward pork consumption.

Back to Locality? Demand Potential Analysis for Short Food Supply Chains

The main purpose of the article is an attempt to estimate the demand for products traded within short food supply chains in Poland. The survey was conducted in autumn 2021 in the Kamienna Góra county, where the first business incubator in Poland, addressed to farmers and food producers, initiated and supported by the local government, is located. The Computer-Assisted Web Interview (CAWI) method constituted the basis for the process of collecting research material. The channel for reaching respondents was the LIBRUS application and local social media. Responses were mainly given by women, people with incomes in the range of PLN 1000-3000 per person, those aged 30-50, and those with a university education. The research results showed a high level of potential demand for local agri-food products, which should encourage farmers to switch from long to short supply chain models. The persisting low awareness regarding the existence of alternative distribution networks for local products, which primarily requires increased activities in the field of territorial marketing that promote local agri-food products among the residents of municipalities constitutes, from the perspective of consumers, a barrier to the development of short food supply chains.