Perception of consumer market towards the welfare of production animals in Piracicaba, Sao Paulo, Brazil

Abstract

The lack of information of the society in relation to livestock welfare has been a limiting factor for the implementation of the “livestock welfare” concept and ethical consumption. This study aimed to identify the consumer’s consciousness about this concept and what factors are considered when choosing the final livestock product. To obtain the data, a questionnaire was developed, contemplating the following information: characteristics taken into account when buying animal origin products, knowledge of the interviewee about the animal’s consciousness and the opinion about the society’s interesting in animal welfare. To identify the interviewee, data were collected regarding age, gender, income and consumption of livestock products. Questionnaires were administered to 493 people at two establishments in the city of Piracicaba and the results were analyzed by descriptive statistics, through the Excel program. With regard to the profile of the interviewees, it is possible to note a predominance of female public in supermarkets, 65% versus 35% of men. In addition, 36.9% of the public interviewed were aged between 41 and 60. Of the total, 98% reported consuming livestock products. In relation to the knowledge of the production animal welfare and decision-making function of the same, 60.4% of the interviewees answered that they do not take into account the welfare of livestock animals at the time of purchase. However, 91.5% of the interviewees believe that animals have feelings. The feelings were attributed to animal: pain, 89.2%; fear, 86,6 %; and joy, 68,6 %. Of all interviewees, 52% believe the BEAP is a subject of society’s concern. Finally, the characteristics considered in the purchase and consumption of livestock products by interviewees were: quality, price and date. Therefore, it is possible to ensure that there is a distinct lack of knowledge about the welfare of production animals as well as the processes involved in the production chain. It also found that there is little contact of people, in general, with farm animals.