Attitudes of young consumers toward farm animal welfare

Abstract

This study aimed to examine the attitudes of young consumers (18-35 years old) in the Banja Luka region toward farm animal welfare and their willingness to support products from systems with higher welfare standards. A total of 230 respondents who consume animal-based products participated in the survey. The results indicate that most respondents (79%) are familiar with the concept of farm animal welfare, while 98% consider animal welfare protection on farms important. Women are significantly more familiar with the concept and perceive it as more important compared to men (p<0.05). Respondents identified farmers (71%) as the key stakeholders in ensuring animal welfare, followed by veterinarians (66%) and animal protection organizations (51%). In contrast, consumers were perceived as the least influential stakeholders (63%). Statistically significant differences in attitudes toward specific stakeholders were observed between women and men (p<0.05) but not in relation to respondents' age, education, household income, or place of residence (p>0.05). The vast majority of respondents (96%) support financial compensation for farmers due to increased production costs resulting from higher animal welfare standards. Additionally, 91% of respondents are willing to pay a higher price for products from farms that uphold animal welfare standards, with 29% willing to pay up to 10% more and 27% willing to pay over 20% more. Women expressed significantly greater willingness to pay a higher price compared to men (p<0.05). These findings indicate a high level of awareness among young consumers regarding animal welfare and their willingness to support production systems that ensure better welfare conditions for farm animals.