Study On Consumers’ Attitude And Willingness To Accept For Animal Welfare Friendly Dairy Products

With the development of national economy and the improvement of people’s living standards,more and more consumers begin to pay attention to the welfare of farm animal.While making dairy cows serve human beings,whether they can be treated well and improve the quality of raw milk from the source not only reflects the ecological civilization of harmonious coexistence between human and animals,but also the development needs of animal-derived food industry.Consumers’ preference for animal welfare can be transformed into market driving force,transmitted to other supply chain subjects,and encourage subjects to improve their animal welfare behavior.Therefore,this paper studies consumers’ attitude and willingness to compensate for animal welfare friendly dairy products.This paper mainly includes the following four parts: the first part is the utility analysis of animal welfare friendly dairy products and consumers,expounds the meaning of cow animal welfare and the development status of animal welfare friendly dairy products,analyzes the utility of animal welfare friendly dairy products to consumers from the perspective of individual and society,and constructs the theoretical analysis framework of consumers’ consumption behavior of animal welfare friendly dairy products.The second part analyzes consumers’ attitudes towards animal welfare and animal welfare friendly dairy products.Research shows that more than 60% of consumers recognize the concept of animal welfare and are willing to pay higher prices for animal welfare friendly dairy products;consumers’ attitudes towards farm animal welfare can be divided into moral type and economic type.Among them,moral consumers have higher willingness to buy for symbolic products,while economic consumers pay more attention to the disclosure and certification of animal welfare information;consumers’ highest education,total monthly family income,awareness of animal welfare and attention to animal welfare information all have a significant impact on their purchase intention,and the purchase intention of economic consumers is higher than that of moral consumers.The third part is based on the experimental auction method to measure consumers’ willingness to compensate for animal welfare friendly dairy products.The results show that the experimental participants have a high willingness to compensate for animal welfare friendly dairy products,and external information stimulation will have a significant impact on the willingness to compensate of auction participants,and negative information has a greater impact on consumers.The fourth part puts forward countermeasures and suggestions to promote the consumption of animal welfare friendly dairy products.At the government level,strengthen the publicity and education of animal welfare,improve the relevant legislation of animal welfare in China,implement the animal welfare labeling system,and support the ranch to carry out dairy animal welfare breeding;At the industrial level,improve the welfare breeding level of dairy cows and develop the production and sales channels of animal welfare friendly dairy products,so as to promote the consumption of animal welfare friendly dairy products.