Adding more value to added-value. An exploration of consumers’ perceptions of improved animal welfare standards in organic production processes

摘要: Recent studies reveal that consumers respond favourably to “organic plus” products with additional ethical attributes. The aim of the current study is explore whether would notice and value further improvements in animal welfare standards than those imposed by organic regulation. results a qualitative concept test positive attitudes towards proposed production process. discussions about fewer being sufficient or options “in-between” conventional indicate difference processes noticed, yet it probably valued less expected. added attributes need be thoroughly considered when developing marketing products, as their effect on other product characteristics (e.g. high prices) can detract from value.