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Keywords:

  • Animal well-being and welfare;
  • consumer demand;
  • information indices;
  • meat demand;
  • media coverage;
  • Rotterdam model
  • Q11;
  • Q13;
  • Q18;
  • D12

Abstract

This article provides the first known examination of how animal welfare information provided by media sources impacts beef, pork and poultry demand. Results suggest that media attention to animal welfare has a small, but statistically significant impact on meat demand. Long-run pork and poultry demand are hampered by increasing media attention whereas beef demand is not directly impacted. Loss in consumer demand is found to come from exiting the meat complex rather than spilling over and enhancing demand of competing meats. An outline of economic implications is provided for the broader discussion of animal welfare.