Department of Agricultural Economics Oklahoma State University

1. Department of Agricultural Economics Oklahoma State University Consumer Preferences for Farm Animal Welfare: Results of a Nationwide Telephone Survey Survey Designers and Administrators: Dr. Bailey Norwood and Dr. Jayson Lusk, Oklahoma State University. Funding for the survey was provided by the American Farm Bureau Federation.

2. This presentation will… • Describe survey and survey respondents • Group survey questions into five categories • Discuss each category, pausing for questions • Conclude • Further questions and comments

3. Consumer Preferences for Farm Animal Welfare: Results of a Nationwide Telephone Survey • Survey Objectives • To better understand consumer attitudes towards, preferences for, and beliefs about farm animal welfare. • Represent the diversity of households in proportion to their representation in the U.S. population. Thank you to American Farm Bureau for funding this survey! Special thanks to Don Lipton and Mace Thornton.

4. Development of the Survey Who wrote it? Researchers at Oklahoma State University. Input from American Farm Bureau was elicited, but OSU maintained complete control. Objectivity is ensured. Who administered it? The Bureau for Social Research at OSU. Objectivity is ensured. Who analyzed the results? The same people who wrote the survey. Objectivity is ensured.

5. About the Survey • Phone Survey, 48 questions asked in random order • 6,365 randomly selected U.S. households contacted by phone, yielding 1,019 usable responses—16% response rate. • Respondents were told survey was about food issues. • Demographics of respondents closely resembles the U.S. population. • While the survey over-represents females and those with a Bachelor’s Degree, correcting for this does not alter the results significantly. • 28% Republicans, 33% Democrats, 25% Independents • 62% own a pet • 2.64% vegetarian, 0.96% vegans

6. Survey Respondents

7. General Survey Topics How important is farm animal welfare? What activities impact farm animal welfare? Can markets address welfare concerns? Is government regulation desirable? Other perceptions

8. 1. How Important is Farm Animal Welfare?

9. 1. How Important is Farm Animal Welfare? Statement: Until we learn to significantly reduce human suffering, we should not worry about the well-being of farm animals. 28% agree or strongly agree

10. 1. How Important is Farm Animal Welfare? Statement: Farm animals have roughly the same ability to feel pain and discomfort as humans. 81% agree or strongly agree

11. 1. How Important is Farm Animal Welfare? Statement: Low meat prices are more important than the well-being of farm animals. 16% agree or strongly agree

12. 1. How Important is Farm Animal Welfare? Statement: The average American thinks that low meat prices are more important than the well-being of farm animals. 68% agree or strongly agree

13. 1. How Important is Farm Animal Welfare? The Point Direct Questions: what do you think? Indirect Questions: what do other people think? People like to make themselves “look good” on surveys, but they do not care to make others “look good” on surveys. Our research has shown that indirect questions often predict real shopping behavior better than direct questions!

14. 1. How Important is Farm Animal Welfare? Direct Statement: It is important to me that animals on farms are well cared for. 95% agree or strongly agree Indirect Statement: The average American thinks that farm animal welfare is important. 52% agree or strongly agree Direct Statement: I consider the well-being of farm animals when I make decisions about purchasing meat. 49% agree or strongly agree Indirect Statement: The average American considers the well-being of farm animals when they make decisions about purchasing meat. 21% agree or strongly agree

15. 1. How Important is Farm Animal Welfare? • Other Results • 89% of respondents believe that “food companies that require farmers to treat their animals better are doing the right thing.” • 70% of respondents believe that “food companies that require farmers to treat their animals better, no matter what it costs farmers, are doing the right thing.” • The suffering of one human is [roughly] equivalent to the suffering of 11,500 farm animals.

16. 2. What Matters for Animal Welfare?

17. 2. What Matters for Animal Welfare? Statement: Housing chickens in cages is humane. 31% agree or strongly agree

18. 2. What Matters for Animal Welfare? Statement: Housing pregnant sows in crates is humane. Statement: Housing pregnant sows in crates for their protection from other hogs is humane. 18% agree or strongly agree 45% agree or strongly agree

19. 2. What Matters for Animal Welfare? Statement: Farm animals raised on small farms have a better life than those raised on large farms. Statement: Farm animals raised on small farms have a better life than those raised on corporate farms. 57% agree or strongly agree 69% agree or strongly agree 64% agree or strongly agree with the statement, “Farmers and food companies put their own profits ahead of treating farm animals humanely.”

20. 3. Can Markets Address Welfare Concerns? Statement: My personal food choices have a large impact on the well-being of farm animals. Statement: Food companies would voluntarily improve animal welfare, and would advertise as such, if people really wanted it. 52% agree or strongly agree 68% agree or strongly agree

21. 3. Can Markets Address Welfare Concerns? Respondents understand the relationship between animal welfare and meat prices. Statement: If food companies improve animal welfare standards, the price of meat will rise. 74% agree or strongly agree Statement: If food companies improve animal welfare standards, the price of meat will fall. 18% agree or strongly agree

22. 4. Is Government Regulation Desirable? Statement: I would vote for a law in my state that would require farmers to treat their animals more humanely. Statement: The government should take an active role in promoting farm animal welfare. 68% agree or strongly agree 75% agree or strongly agree However, a majority of respondents believe farmers should be compensated if forced to comply with higher farm animal welfare standards.

23. 5. Other Perceptions Statement: Decisions about animal welfare should be left to experts, and should not be based on public opinion. Statement: Animals raised under higher standards of care will produce safer and better tasting meat. 78% agree or strongly agree 52% agree or strongly agree

24. Conclusions • The welfare of farm animals does matter, but is not a high priority. • Respondents have faith in markets’ ability to address farm animal welfare concerns, but also want government involvement. • The impact of such regulations on farmers is important. • Access to outdoors, and the absence of cages, is associated with better animal care. • People do not care about farm animals as much as they say.

25. Future Plans • The newspaper Feedstuffs will publish an article on the survey results in October. • We hope to disseminate the results elsewhere as well…any ideas? Future Research • Personal interviews with consumers, asking open-ended questions, and relating animal welfare to personal values. • Measure consumers’ willingness-to-pay higher meat prices for enhanced animal care, using real money, real meat, real purchases. • Estimate costs of enhanced animal care. • All of these activities require money if Farm Bureau is interested in future collaborations. • Plan to write a book on this subject.

26. Future Plans Thank you! Questions? Comments? The full report will be posted on the web for your perusal pending permission from Farm Bureau.