Animal Welfare Perceptions Affect Eating Experience

Ultimately all three studies supported that hypothesis that one’s belief about how animals were raised not only influenced his or her experience of eating the meat, but also influenced his or her perceived flavor of the meat. The study also supported other research projects that find consumers indicate a willingness to pay more for humanely produced food products. Dr. Barrett believes that these effects almost certainly extend beyond meat to other food. Therefore, based on the finding that how food is produced impacts purchasing decisions, Dr. Barrett counsels food marketers to consider telling the story of how their food is raised on the package to tap into consumers’ concerns about animal welfare.

Dr. Barrett concludes, “Beliefs are really powerful. They influence what you do, often in surprising ways.”