Consumers’ valuation of sustainability labels on meat

31 October 2014

Sustainability claims empower consumers to make informed purchasing decisions. Researchers at Ghent University in Belgium compared consumers’ preferences for four types of sustainability claims related to organic meat.
Using a choice experiment on a chicken breast product, the results show that nine in every ten Belgian consumers favor free range claims. The study also shows that a vast majority of consumers (87%) would welcome the introduction of an EU level animal welfare label. The carbon footprint labels and the organic labels are less appealing to consumers, who have lower willingness to pay for these labels. An article about the research is published in Food Policy.
Click here for an abstract of the article.

This item is also included in our monthly overview, the NVC Members-only Update. If you have any questions, please contact us:, +31-(0)182-512411.